Charity-focused advertising firm Good-Loop has unveiled a new brand and visual identity, as well as a restructured leadership team in a bid to further develop the ‘Good-Media™’ category.
The move will aim to introduce both businesses and consumer to Good-Media, a category that prioritises driving positive results and outcomes for both people and the planet – in alignment with the agency’s core philosophy.
The new branding will be inspired by non-profits, charities, NGOs, tech brands, and media platforms to better acquaint the wider public with the concepts of charitable ad formats and sustainable ad tech efficiencies.
As part of the firm’s leadership restructure, chief commercial officer Julia Hitchman will become chief operating officer; with current chief operating officer Ryan Cochrane taking on the role of chief strategy officer.
“I first created Good-Loop’s visual identity on Photoshop in my bedroom when the business was still mostly an idea. This evolution represents our growth journey as a business and the cementing of Good-Media™ as a critical part of media’s infrastructure in the modern world,” Good-Loop founder and CEO, Amy Williams said.
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“Pairing that with a newly refreshed executive team focused on clear missions in their roles is a really fantastic moment for Good-Loop. We are starting the year as we mean to go on: strong, focused and ready to deliver the Year of Good.”
Board member Will Luttrell has been named as interim chief technology officer, while Good-Loop co-founder Daniel Winterstein, who had been serving as chief technology officer, has left the business.
Overseen by design firm Hato, the rebrand will leverage the Good-Loop hyphen as the key element linking commerce with doing good. The rebrand will also entail a new logo and wordmark, alongside a refreshed colour palette, typography, brand voice and brand architecture.
Good-Loop CMO Marisa Thomas added: “While the act of ‘doing good’ is technically simple, it’s increasingly complicated given the complex nature of the media ecosystem.
“And that’s something our new brand aims to solve for—helping us distinguish advertising that proactively does ‘good’ via a distinctive symbol which we can utilise as a stamp of approval—a signifier to consumers everywhere that this piece of content has a meaningful impact. It’s designed to further celebrate our mission and further bring to life our work pairing commercial success with good social outcomes.”
