How it started
Conscious Good was seeking a brand identity for its streaming media channel, CGoodTV. This new media brand wanted to harness the deep relationships it had built with the existing Conscious Good community, and find and build fresh relationships with “citizens of change.”
It also needed to be gender-neutral and inviting to a broad, engaged audience, embody the holistic nature of “conscious programming,” and feel distinct from other brands in the space
What we did
We led a brand workshop to capture ideas, preferences, and research takeaways that would inform our work.
Our a-ha moment? We saw the opportunity for the brand to feel like a special club, and determined that this brand could reflect both the inclusivity and exclusivity of a club that invites “citizens of change.”
We subsequently designed mood boards and brand manifestos that led to the new visual identity.
We went on to develop font and typography guidelines, photo guidelines, a color story, and a kinetic family of brand elements to translate across its entire ecosystem.
How it’s going
The CGood brand development retroactively informed the parent brand’s look and feel.
Additionally, our approach helped define the relationships the brand wanted to have not only with its end consumers, but with the creators at the center of the brand’s programming.
This clarity set the team up with more confidence to approach investors for a new round of funding.
