For Good Guide to reach its goal and become a brand that users could build and grow with, the company needed a brand that is not meant just to inform users about the products they buy but to empower them with a fundamental foundation to take action against wasteful product purchasing.
ROLE: Concept, Tagline, App, Website, Photography
We started by researching the company as is through site evaluation, competitive analysis, and company vision. Understand company values was important before beginning the rebrand process.
As we were researching we also started exploring brand voice through mood boarding. Adding inspiration ideas to the board individually and as a group during working sessions. Check out our Pinterest board here.
The biggest problem for users was in gaining an understanding of what Good Guide does for them. There was a lot of confusion around the rating system which also meant there was not a lot of buy in from potiental users.
Overcoming this problem became the focus of our interactive interface. Ensuring that onboarding was clear became paramount to increasing use of the app and site. We also needed to come up with solutions for encouraging users to keep coming back.
By focusing on the importance of the three different categories provided by good guide, the focus is to bring awareness that one purchase affects not only you but everyone.
This brand not only serves as a product knowledge database but also as a platform that will help jump start the conversation for communities to become more aware and make better purchases. The experience will leave users with the peace of mind that Good Guide is a brand that you can trust to make things better for themselves, their community, and our world.
Using the tagline “For you. For us. For everyone.” touches on the three sections Good Guides products are graded by and reinforces the brand mission. “For you.” is the equivalent of the health ratings next to each product. “For us.” is the social impact grade and “For everyone.” corresponds with overall environmental impact. All three categories are an integral part of what Good Guide looks for in a product and the foundation of how the rating system was built.
Awards: AIGA 2014 Signature Award for Branding
App: The application is an extension of the Good Guide web page and allows the user to customize their personal profile and preferences while providing full access to products just by scanning or searching. App features include:
Website: The website is an account management tool where users can manage their profile settings and search through Good Guide’s massive product library. They can specify what types of products they are looking for and research the products they use. The site also functions as a notification space that sends out alerts to Good Guide hosted events.
Interactive Installations: The interactive installations are outdoor print ads that allow people who pass by to take an icon from the wall and keep it. On the back of each icon is a lesser known fact about the product along with Good Guide’s logo and web address for viewers to reference later.
Social Media: A clear presence in social media is an essential and effective form of advertising for Good Guide. Having one on one conversations with users, consistently displaying new updates, and promoting events and meetups through Google Events will allow GoodGuide to actively participate as a predominate player on good products.
The events will also be advertized predominantly on our social media pages. This creates a forum for users to discuss their experiences and post photos of activities they participated in.