Goodfind is a directory that helps people discover ethical brands and use their purchasing power for good. We couldn’t be happier to have our work for this incredible brand recognised.
Here’s what one of the judges had to say about the ‘good rebel’ tone of voice we created:
The outlaw, or rebel archetype, is challenging for any brand to get right. Push too hard, and it can be off-putting. Not hard enough, and it can feel cartoonish. Goodfind centres its rebellious voice on a strong core truth: ‘Doing good shouldn’t be a rebellious act, but until that changes here we are’. Brash honesty enabled them to pull off an activating rebel-with-a-cause persona, creating a voice for ethical shopping that feels genuine and never preachy.
Kate Magoc, Associate Director, Verbal Design at Proto.
Big thanks to everyone at the BIAs, and congratulations to all of the other winners 🥳