Goodside
@Goodside_Studio
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Goodside is a full-service brand studio led by @jstrelioff and @daniellelaroy . We build brands that look good, sound good, and do good.
Joined March 2023
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We are beyond excited to share our new brand for
@superorganismvc
: the first venture firm for biodiversity. Superorganism invests in startups working to reverse the extinction crisis and create an abundant world for all of us.
Case study:
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Feeling lots of ~good energy~ today as we finally share our case study for
@KopperfieldCo
⚡️
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First team offsite was one for the books! And we got some fancy new headshots taken, too 💛
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(1/8) Last week we launched a very special brand for our friends at Superorganism—the first venture firm for biodiversity. To celebrate, we’re sharing the full process we took to get here with an in-depth look behind the brand.
Read the full post here:
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✨ New work ✨
Follow is an architecture studio in Colorado that designs modern mountain homes with a deep connection to nature. We crafted their brand the same way they craft their homes: from the ground up with a lot of love.
Read the full case study:
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🚨New work 🚨We are so, so excited to finally unveil our delicious new work for Desnudo—the coffee brand taking Austin by storm and changing the world, one farm at a time.
See the full case study here ➵
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It’s April 5th, which means Goodside is officially O-N-E! We are so excited to celebrate, we wrote a whole blog post about it. Join us as we take a walk down memory lane →
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After dreaming about this studio for so long, it’s hard to believe it’s only been a year 💛
Building a new venture is no joke, and it feels good to look back on the wins big and small. These projects and the people we do them with make it all worthwhile. Thank you, thank you!
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Storyworth helps people preserve their life’s stories by prompting them to write down their most meaningful memories each week. We partnered up with Paladar to shape the brand from positioning and voice through visual identity and art direction.
⇢
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It's a big day for financial crimefighters everywhere! The new Minerva is officially out and better than ever 💪
Congratulations to the team at Minerva and everyone involved in this rebrand! We couldn't be prouder to be your partners.
Learn more 👉
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Big dream unlocked ✨ We are so excited to be featured on
@creativeboom
today talking about our love for the design industry and our vision to bring more good to it! Thank you for having us 💛
'The design world can do better': Jessica Strelioff and Danielle LaRoy of brand studio Goodside 👀 👇 👇 👇
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Late last year we had the distinct pleasure of working with the
@astrodotbuild
team to evolve their brand. The result was a cosmic celebration of the weird and wonderful possibilities of the world wide web across brand, web, social & video
Read more ⇢
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Every once in a while you meet a brand that just gets it. A brand that peeks its refreshingly human head above the crowd to make you feel seen, feel heard, and feel good. We love brands like that. So we started
@Goodside_Studio
to build them
Learn more ⇢
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Universe, take notes. We’re manifesting our perfect projects 🔮✨
Read some of our dream briefs over on our blog →
Here’s a sneak peek…
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We are honored to be featured on
@offgrid_design
where we talk in-depth about our work for
@superorganismvc
.
Thanks for having us
@FonsMans
!
Read the full feature here ➻
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Astro’s identity brings this idea of the universe at our fingertips to life with a distinct nostalgia for the early days of the internet. It’s an invitation to imagine a faster, more vibrant, more welcoming web—and then go build it, together.
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In Q1 we:
☀️Built the
@Goodside_Studio
brand. The name, the story, the visual & verbal—what an adventure to brand our own thing!
🤝Partnered with
@graceongrid
and Stina Wahlen to bring it all to life. Our creative collabs really make our work sing.
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We absolutely loved working with
@graceongrid
on our new site! She's truly so good 💛
No better project than working with friends to build something cool in
@Webflow
🚀
So glad I was able to work with
@Goodside_Studio
on their new site!
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Is now the right time to invest in brand? And if you do, what kind of ROI can you expect to see from the effort? We’re sharing our answers to these questions and more over on the
@designerfund
blog:
Investing in your brand is a big decision, and that’s even more true for startups.
We asked
@Goodside_Studio
's
@daniellelaroy
and
@jstrelioff
for their advice on maximizing the ROI of your rebrand—from nailing the timing to setting up the right process:
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In Q4 we:
🧠 Worked with a VC focused on the future of AI
☕️
@jstrelioff
rebranded the best coffee in all of Austin
🌎
@daniellelaroy
wrote copy to help decarbonize the planet
👀 We were featured in
@creativeboom
🍷 Currently working on a dream project for a natural wine club
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🥰💛!
Our
@webflail
podcast interview is our tomorrow! We really loved chatting with
@JackRedley1
about branding and studio life!
How often is an agency's copy as good as it's work?
Rare I would argue.
Go read the case studies of
@Goodside_Studio
- they're class too!
Episode 74 out tomorrow with both co-founders to find out what it takes to make a website like this!
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There’s something so cool about being invited to come on a podcast about creative women hosted by two very inspiring creative women
We loved chatting with
@jessperate
and
@liz__meyer
on their new podcast Ladies Who Create. Thank you both for having us! 💛
Ladies who Create is back with a brand new episode, featuring
@jstrelioff
&
@daniellelaroy
, creative directors and co-founders of
@Goodside_Studio
✨
Some episode highlights:
🌟The journey leading up to founding Goodside
🌟 Adapting to different client dynamics
🌟 The
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In Q3 we:
🌱 Partnered with biodiversity VC
@superorganismvc
to invest in a wildly sustainable future
🕵️ Worked with the team at Minerva to put financial criminals out of business
⚡️ Kicked off a project to make home electrification easy (launching soon!)
👯♀️Team offsite in Austin
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Founded by conservation technologist, Tom Quigley, and angel investor, Kevin Webb, Superorganism is a first-of-its-kind venture firm. We set out to build them a brand identity that was equally revolutionary, filled with radical optimism and bursting with life.
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We're looking forward to speaking at the 10x Conference tomorrow! We'll be sharing our best insights and tips for building full-of-life brands—and giving a sneak peek of some of our latest projects, too!
Get your ticket here:
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We loved every step of this project. So much so that we put together a look behind the brand detailing our process from Positioning and Round 1 Identity through to final execution.
Read all about it in our latest blog post:
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In Q2 we:
🏔️ Named a Boulder-based architecture studio & created a beautifully place-based identity (sneak peek!)
✍️ Held an AMA with
@designerfund
& wrote a guest feature
🤩 Watched
@jstrelioff
crush it at
@Adobe
live
🔮 Manifested our dream briefs
✈️ Took a month off in Europe
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Goods coming 🔜
We have three new
@Goodside_Studio
projects that are *almost* ready to share and I simply can. not. wait.
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The Astro community is no ordinary bunch. They’re passionate, they’re positive, and attentive to every last detail. So we were too. We created swag, social assets, and a robust website that’s designed and copywritten with the utmost care. And it’s lightning fast, just like Astro.
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(7/8) Anyone in the creative field knows, revisions is where the real work begins. Using Direction 3 from Round 1 as the base, we evolved the system and logo to create a brand that feels just right.
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As an open source framework, Astro’s developer community is at the heart of who they are and what they’re building. So we started with them. Our interviews uncovered a distinct optimism among Astro developers that became core to the brand position: the web is what we make it.
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This project was a treat not just for all the free caffeine we received along the way, but also because we got to work with the extremely talented Gina Rosas Moncada () and
@brandonsouba
!
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Learn about our brand process in the thread below👇
And on our process page:
Our brand projects at
@Goodside_Studio
typically include three phases:
1. Discovery & Positioning
2. Brand Identity
3. Go-To-Market
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(8/8) We’re so proud of where we landed and are excited to see all the wonderful work Superorganism and their portfolio companies continue to do for our world.
See the final brand and full case study here:
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Time on Astro’s Twitter/Discord revealed something special—inside jokes where everyone’s on the inside, experts helping beginners, and a playful irreverence above all. With this as inspiration, we developed a unique voice for Astro and set it in
@OhNoTypeCo
’s Obviously.
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👋
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Having branded and rebranded dozens of companies, we’ve developed a handful of best practices for timing, goal-setting, and process. It was a delight to share them alongside insights from
@helen_min
@EnriqueAllen
,
@moeamaya
,
@emilykramer
, and
@harrisonbowden
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We love seeing our recent brand and packaging design work for Desnudo Coffee in
@TheDieline
!
Read the full article here:
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This project is jam packed with goodness inspired by the wonderful Astro team. Big thanks to
@FredKSchott
,
@n_moore
,
@tonysull_co
,
@doodlemarks
,
@sarah11918
plus so many more. And of course, thank you Stina Wahlén for animating the dazzling brand video.
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✺ Brands we just vibe with ✺
We want to build brands that just seem to have it. Whatever *it* is. That je ne sais quoi, chef’s kiss quality. So here’s a handful of moodboards we’re manifesting into existence for the right burgeoning brand.
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We're looking forward to sharing an inside look at how we create full of life brands for our clients.
Get your tickets here ☞
10X Conference Spotlight:
@goodside_studio
- How to create full of life brands✨
Every brand, just like every person, has something special to bring to the world. In their 30 minute talk,
@jstrelioff
&
@daniellelaroy
will walk through their process on how they build brands that
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We're blushing! 💛🥰😊
Dang should I start goodsidesider, the official fan club for goodside?
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🤗⚡️💛
It was amazing to see Jessica and Danielle take the Kopperfield brand to new heights!
From synthesizing the high-level vision to perfecting the smallest design details, their creativity and skill were expertly woven throughout.
Very bullish on
@Goodside_Studio
🙌
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As a studio, this is exactly the kind of purpose-driven work we’re here to do. Today we face a global climate crisis and change starts at home—in this case, quite literally. We’re proud to play a small part in this clean energy movement and can’t wait to watch Kopperfield grow.
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From their website and packaging to their social channels and podcast, it all came together to create a vibrant new brand world.
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We pulled together elements of each to craft an identity that felt uniquely Storyworth. Their new logo, designed in collaboration with
@ryanprudhouse
, feels classic yet fresh, with scaleable details to take it from the spine of a book to a supersize billboard.
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@jessperate
@jstrelioff
@daniellelaroy
@liz__meyer
Thank you so much for having us! We loved chatting with you and
@liz__meyer
! 🫶
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@daniellelaroy
crafted a verbal identity that was inviting and inspiring, just like Storyworth. Using well-loved storytelling expressions and phrases that spark memories, our goal was to empower everyone to see themselves as a storyteller of their own great adventure.
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@LapaNinja
Thanks for the feature! Brand is by us but website is by the talented
@hunterthompson
!
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@danmall
@cameronmoll
@blankenship
@order
@FocusLabLLC
Thank you, Dan! Appreciate you!
@cameronmoll
nice to meet you! Happy to connect
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With the positioning set,
@jstrelioff
jumped into design. In round 1, we presented three directions, each laddering up to the positioning in its own way and emphasizing different aspects of the Storyworth story.
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(6/8) Our last direction was a bit of a wild card, but we wanted to see how far we could push the brand. Direction 4 aimed to capture the sheer abundance of life around us with a refreshingly unconventional and fearlessly maximalist identity.
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@0xCharlota
@superorganismvc
Thanks, Charlota! We had a lot of fun imagining these ultra-lush mockups to showcase the brand. But worth mentioning, we made sure to use all real nature photography in the brand itself because our Earth is a wild and wonderful place full of incredible real species 🌎
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👋
top 10 smaller studios that i think are up and coming
1. HEX (my studio)
2. Self Aware
3. Goodside Studio
4. Shane Zucker
5. Adam Ho ISP
6. Gardener NYC
7. Shapemaker
8. Old Friends
9. OpenPurpose
10. We3 Collective
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@graceongrid
@creativeboom
Thank you for your support and partnership, Grace! We truly couldn't do it without you 💛
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(5/8) Direction 3 embraced the wonder of the world that already exists and the worlds we’re imagining into being. Here, we created a cabinet of curiosities bursting with life and ideas.
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(3/8) Building on our brand foundation and drawing inspiration from the abundance and vibrancy of nature, we developed four distinct brand directions to bring the new Superorganism to life in our Round 1 presentation. Direction 1 imagined an encyclopedia-come-to-life identity.
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Storyworth started as a deeply personal project—what began as a way to record one father’s stories became a shared experience for loved ones around the world. Our positioning celebrated stories as a powerful means of connection, to our memories, family, friends and each other.
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A rebellious health-tech brand
The American healthcare system is a mess. We want to help companies change that—and with a little bit of swagger while they’re at it. Maybe you’re bravely tackling billing or helping patients navigate insurance. We’re here for it.
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Our brand identity brought that idea to life with an electrifying color palette, dazzling aerial photography, and a gridded system that serves as a nod to the electrical grid itself.
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Kopperfield is software for a new era of home electrification. By streamlining the EV installation process for both homeowners and electricians, they’re making the electric choice the easy one—and powering the clean energy revolution in the process.
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We art directed custom illustration and photography to bring the brand to life.
@CTrounce
created warm, illustrated vignettes of everyday life, while photography duo
@kelseyandzivi
captured the real connections behind stories told with Storyworth
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tldr; we built 9 brands including our own, did a lot of press, reworked our process (and then reworked it again), and mostly feel really, really grateful.
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This was a huge collaboration across the board—and exactly the kind we built Goodside to do more of. Thank you to Paladar Studio,
@ryanprudhouse
, Cori Corrine, Charlottle Trounce,
@kelseyandzivi
, and the wonderful team at
@Storyworth
for the partnership.
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@0xCharlota
Thanks, Charlota! We did! Most of the mockup images are created with Midjourney (and lots of photoshop)
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With our positioning grounded in the dialogue they create between architecture and environment, the Follow identity is full of dynamic pairings: sketches layered atop renderings, polished photography mixed with raw materials, and typography that gently guides you through it all.
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When founders Colin and Andrea approached us under their original name, Amble, they worried that it might feel a bit aimless, wandering. Our new name, Follow, speaks instead to an intentional seeking: approaching every project with a freedom of form that invites the land to lead.
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