DO GOOD WORK - identity
Do Good Work Corp. does good work. They are the parent company for several build based operations such as Woodsmithe.
Woodsmithe designs custom display fixtures and brick & mortar interiors for companies looking substinative thought-out messaging. Notable clients include Toms, Wholefoods, and Levi's.
Do Good Work hired me to put an identity together that would house a few of their new ventures and send a strong personal message. They deliver obsessive quality but their work isn't merely limited to their output. They needed an identity that would show how engaging and considerate their business approach is.
What follows is a few key bits from this recent identity kit.
The main logo is interactive even when still. Once the viewer discovers it's vertical and horizontal read, they are engaged in the message.
Do Good Work as a phrase is a command; direct for all the right reasons. This was considered when approaching collateral such as the invoice. While money is always a touchy subject, we saw the invoice as an opportunity to play with DGW's bold approach. The invoice is an example of this where being direct can still come off as playful.
As a poster the logo plays into pop-culture phraseology. The phrase "Do Good Work" has legs enough to make it's Tumblr rounds. We saw this as a benefit where the brand logo itself becomes almost "Meme" worthy.
A paired-down version of the logo also plays off 'pop' and works as an ironic tee.
Taking the irony a step further, we are currently working on a free "motivational" app that simply tells you to "DO GOOD WORK".