Good Company

2022
(Unselected)

Brand identity
Art direction
Strategy
Signage
Stationery

Unselected work for In Good Company, a furniture and homeware retailer. The aim was to give the brand a stronger presence—preserving its understated tone while ensuring it held equal weight within the visual hierarchy, standing alongside the brands it stocks rather than feeling peripheral.

Central to this involved exploring In Good Company's core purpose. The desire to simplify modern living, by surrounding ourselves with functional, beautiful design. Not only did this sentiment serve as foundational to the brand identity solution, it offered the insight that whilst In Good Company is a brand led by design, it is design that is purposeful in its intent to serve people. This conceptually led the intent of the refresh—creating outcomes where the process of reduction aims to add meaning. 

'In Good Company' becomes 'Good Company', a name that expands in meaning from the objects you surround yourself with to equally acknowledge what the brand is. A brandmark was crafted to echo the utilitarian sense of the name, further allowing products, designers or stocked brands to lock up beside it. This helped to position Good Company as both a curator and a presence in its own right. Supporting touchpoints adhered to a disciplined approach to reduction to keep the brand functional, refined, and purposeful—whilst the presence of stocked brands remained celebrated, preserving the idea of being 'in good company'.