We understand and speak to kids and their families through design. And we have fun doing it.
We apply our expertise and insights from a total focus on the relationships between brands and families they serve. Our insights come from our process of investigation, discovery, visualization, and articulation of communications for brands that feed, inspire, educate, and entertain – responsibly. Our process is fun, collaborative and draws on our natural curiosity, creativity and experience to help us reach what’s best for kids, families and our clients.
A pursuit of a higher purpose in everything we do is essential to our success. We believe that the brands that will matter most in the future will stand for products that are good for people and the planet.
Do great work with great people.
Deliver results.
Profit fairly.
Have fun.
Bill swears he hasn’t had a job in nearly 20 years… Sure they call it work for a reason, but he sees much of what we do as play. We’ll go with it, since as a result Bill and our group have become leading authorities on strategy and design. Bill is widely recognized as a thought leader, author and speaker in the areas of strategic design, marketing, and the many client industries our group serves. Evidently, not working works for him.
Terry’s extensive skills include drawing, illustration, painting and design, but his greatest strength remains ideation. He has an acute fascination with all things pop culture… like toys, food, packaging, TV, and movies. This is often manifested through his design work and marketing solutions.
Check out Terry’s personal site, LoveTheSqualor.com.
Brian’s diverse experience in advertising and design is fueled largely by a constant desire to “make things”. Paper, ink, wood, and roadside finds are all also fair game, generally whatever medium fits the mood or makes the most of the situation.
Take a look at Brian’s personal site, WhiskeyAndChocolate.com.
We usually refer to Steve as the “money guy.” Besides talking about money, what Steve loves most is to cook a nice Italian meal and enjoying a glass of wine… while talking about money. Lucky for us the only thing he does not cook is the books. In fact, Steve is so honest that he admits to his real age and that his favorite websites are CNBC and Zillow (yikes!).
Topps brought us on board to breathe life back into the Bazooka Brand, a category creator which had spiraled into obscurity. Bazooka had a rich history and brand recall with kids, but had little social currency and nearly no retail presence. We helped Topps evolve their strategy and develop breakthrough brand packaging, reigniting Bazooka’s relevance, generating buzz, and regaining coveted placement at nearly every major retailer nationwide.
You may have seen our work in The New York Times or on CBS Sunday Morning.
Dial called on us as they planned to introduce kids body wash and shampoo to their category-leading portfolio of products. Going to the source, we worked with families to determine what would most appeal to and serve their needs, both on the store shelf and in the home. We explored branding, communication, character, and structure solutions to meet these objectives. The result is brand packaging that communicates trust and efficacy to mom in cleaning their child’s perfect skin, and pure fun for kids.
NUK’s superior quality and design have made the brand a trusted favorite of Moms for over 50 years. NUK approached us with the task of refreshing the packaging and product graphics for their portfolio of over 600 SKUs. Our design solutions evolved and aligned prior brand packaging, while optimizing communication, benefits and claims to win with mom at shelf and at home.
Backed by the #1 toddler food brand, Gerber Graduates boasts a feature-packed portfolio of high quality, virtually indestructible tableware and cups. Having a story to tell about each product presents a number of challenges both on pack and on shelf, with limited real estate and unique structures, all while trying to stand out in an overcrowded category. Our solution maximizes impact through uniform brand packaging and communication of benefits and claims that matter to moms.
Gerber is one of the most trusted brands in the feeding and caring of babies and toddlers. Having partnered with NUK on their own brand packaging redesign, NUK trusted us with the redesign of their Gerber First Essentials line of products. Moms helped us understand what was most important to them about the category, the Gerber brand, and products, including specific features and benefits. Our solutions contemporized the brand while maintaining its heritage and equities, effectively communicating and providing what matters most to Moms.
To complement the innovative Gerber Graduates sippy cups, we researched trends and explored an extensive range of concepts that in the end introduced a bold, trend-right deco refresh for the entire line. As a result, in the first year alone sales spiked dramatically at all major retailers.
“In selecting a design agency for the re-imagination of our iconic Bazooka Bubblegum brand, we needed someone who not only had strong credentials and a robust portfolio, but could also be a true strategic partner. For Bazooka, Goodwin Design was that partner. Bill and his team asked smart questions and intelligently challenged our thinking throughout the creative process to ensure we were on the right path. They also did a great job of working with Topps and our other agency partners to craft a visual language that brought our brand strategy to life.”
Anthony Trani • VP of Marketing • The Topps Company
“So grateful for Goodwin Design Group. I couldn’t have asked for better partners in creating the branding, packaging and website for my natural foods brand. They really took the time to figure out exactly what I was envisioning and what came out of it was better than I’d imagined it could be. They are patient, kind, and are of the utmost integrity. Initial retailer, trade and editorial response to our products and brand packaging has been great.”
Jessica Goldstein, M.A. • Board Certified Holistic Nutritionist and Founder/CEO • Kolat
“We engaged Bill and his group to help us with youth-oriented marketing, and they have not disappointed us. They are exceptionally adept at spotting an insight and then creating messaging – visually and with copy — that leverages that insight to maximum effect with the right target. They are delightful to work with, true partners who embrace the vision and help bring it to life.”
R. A. Causey • Category Research Manager • SC Johnson
“We were very fortunate to have Bill guide us through the packaging design for a Ziggy Marley endorsed product. His company did an amazing job taking direction and feedback and executed exactly what we wanted but were not able to articulate. I highly recommend Bill & his staff!”
Orly Marley • President • Tuff Gong Worldwide
“I hired Goodwin Design to transform two brands with different trajectories and they did a wonderful job transforming both. Their creative process is straightforward and filled with lots of creative options that deliver on your design brief. They are also natural problem solvers and have a can-do, positive attitude. As a result, we were incredibly happy with the final result. Additionally, Bill and his team are really nice, friendly, easygoing people who are a pleasure to work with.”
David Contract • Director of Marketing • NUK USA
“The Goodwin design team was exceptional to work with in every regard – creative, strategic, insightful, nimble. As a fast-paced entrepreneurial company, we at In Zone Brands were looking for a partner who could bring world-class design expertise to our packaging in a fresh, distinctly ownable way, all while keeping up with our energetic, lean organizational cadence. Goodwin delivered in every way. We are thrilled to have new visual packaging for mom and kids that is at the perfect intersection of Healthy & Fun!”
Samantha Hodgkins • SVP of Marketing • In Zone Brands
“The GoodNites marketing team is very complimentary of Goodwin and the design leadership that you brought to this project. Goodwin has exceeded our expectations on every level. We are very excited about the new packaging and can’t wait to see it perform in store. Please pass on our compliments to the team responsible and all the kids!”
Christine Mau • Associate Director Packaging Graphics l Brand Communication Design • Kimberly-Clark
“I’ve had the distinct pleasure to hire and work with Bill and his team… movers, shakers and innovators, they work their magic creating best in class graphics within very tight deadlines. They pride themselves on knowing their consumer, and test all designs to ensure the consumer ‘gets’ what is in the pack, and, loves the design. Bill and team have made my job easier by presenting designs that are creative, innovative and printable so there are no issues at the backend, and the project runs seamlessly.”
Amy Dresner-Yules • Design Director • The Topps Company
“From first meeting, Goodwin has consistently been quickly capable of translating our unique message for our customers in a simple, transgraphic way. They undertook our complete branding initiative and gave us a visual identity that has revitalized our programs and reenergized our audience. Perhaps more importantly, in their own engaging and insightful way, the Goodwin team has helped us clarify who we are as social change makers… and what we ultimately aim to accomplish with youth and those that serve them.”
Beth Holmes • Marketing Director • Pennsylvania Advocates for Nutrition & Activity (PANA)
“Bill has built a first class design firm that helped transform and jet set many businesses just like Ian’s to the next level. Bill and his team at Goodwin truly are marketing superheroes!”
Clair Sidman • Associate Director of Marketing • Ian's Natural Foods
Apr. 4, 2013
This year Bill will take his fifth turn as a featured speaker at the HBA Global Expo, participating in an innovations session entitled “Growth Opportunities: The Baby Care, Tween and Teen Markets.”
The baby care and youth markets have grown by leaps and bounds over the past few years. In addition, we’re seeing more opportunities to engage the teenage customer in skin care, creating a lifetime of healthy habits and brand loyalty. Join us as we take a close look at these markets, tap into innovation for these demographics, and help you attract life-time customers earlier than you may have imagined.
Bill will be speaking and joing a panel discussion with Cherie Buziak, owner of BeautyEdge LLC and Kate Solomon, founder of Babo Botanicals. The session is scheduled for Thursday, June 19, 12:15pm – 1:30pm.
For more details, visit the HBA Global Expo site.
Hope to see you there!
Mar. 28, 2013
Kolat Superfood Fusions has been getting plenty of press recently, including this feature as one of NewHope 360′s top 5 most delicious and innovative products from Expo West 2013. See more here.
We recently helped Kolat Superfood Fusions develop branding and packaging for their new line of premium, natural almond and fruit nut butter blends. They’ve been winning shelf space and receiving great feedback from the trade including this recent feature after showing at Natural Products Expo West 2013. See more here.
Jan. 30, 2013
Thanks go out to our recent Kid Panel participants Nate, Avery, Megan & Lily for their great help & valuable insights at the start of a recent, new, game-changing project!
Our offices and studio are located in a historic farmhouse which over the last 180 years has been home to entrepreneurs, inventors, artists, horticulturalists, and now, designers.
In 2009, Goodwin bought and restored The Foreman House as our offices and studio. Built in the 1830’s, the property is a Class 1 Historic Site, formerly part of The Thomas Leiper Estate. Bill worked at the Estate cutting the lawn and helping out back in the day, and he and his friends played and hung out down here. And as luck would have it, now we all do.
