design for kids & families

about

Design for kids & families.

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.

leadership team

<h2>BILL</h2>

Bill Goodwin

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.

<h2>Terry</h2>

Terry Montimore

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.

<h2>Brian</h2>

Brian Barto

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.

<h2>STEVE</h2>

Steve Fala

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!).

portfolio

clients

  • “When deciding to move forward with our brand refresh, we met with several design agencies. Bill and the Goodwin Design Group stood out by far. They are an extremely talented group that came in with an energetic attitude, an impressive work portfolio, as well as many years of experience developing packaging within the CPG industry. From beginning to end, they delivered a positive brand experience. They listened to our concerns, approached issues from all angles and worked together with us to create a strong modern brand identity.”

    Tiffany Versace • Creative Services Manager • Quickie Manufacturing Corporation

  • “Goodwin Design Group is an unbelievably talented design agency. They are exceptional at communicating their ideas while embracing the clients’ needs. Our firm turns to them again and again for their excellent, creative designs and quick turn-around on projects.”

    Anne La Russo • Associate Director, Program Management • NUK USA

  • “Bill and the Goodwin Design Group were amazingly fun group to work with in delivering a true differentiation in design to reach a specific targeted audience. The team made strong recommendations, which at first were not in scope or pleasant to hear; they were based on their expertise in consumer facing products and rooted in truths. Bill encouraged us to consider their recommendations. In the end, we resulted in product & packaging designs that pop and reach our targeted audience. Our retail reviews have provided that direct feedback.”

    Mary Mallory • Product Developer – Senior Research Scientist • Kimberly-Clark

  • “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

news

Kid Panels in the Studio Today!

A special thanks to all of panel participants for sharing their valuable insights.

view details >

Latest Article – SafeSkin Kids Sports Wrap Brand Repositioned

By Anne Marie Mohan, Senior Editor


To assist with its SafeSkin Kids sport wraps product, Kimberly-Clark approached Goodwin Design Group to consider next-stage products and the brand platform to ensure future success, primarily through product innovation opportunities. Goodwin shared consumer insights, demonstrated trends, determined strategies, and implemented solutions for SafeSkin to remain a category leader.

While Kimberly-Clark planned to focus on product solutions, Goodwin’s recommendation was to also work on the brand packaging. Together with consumers, Goodwin created a new strategy and brand platform for an entire line of products that moms, parents, and coaches truly want. Goodwin designed the products together, tested the range to select those that were most appealing, and refreshed the brand packaging to speak to kids of all ages, and those who care for them, in a visual language they understood and preferred.

Kimberly-Clark launched SafeSkin Kids Sports Wraps in 2011, creating the kids’ wrap category and capitalizing on a new retail market opportunity. Yet there was little brand equity in the original SafeSkin Kids packaging, and it visually projected that it was for “little kids.” By late 2012 the brand’s leadership was being challenged by a new competitor, which marketed a wrap featuring a popular licensed property with strong kid and mom appeal.

Kimberly-Clark returned to Goodwin, the studio that redesigned the company’s GoodNites brand packaging (2007), Kimberly-Clark aimed to reposition its relatively new SafeSkin Kids sport wraps in the face of opportunities in the category and to insulate the brand against new competitors. The Goodwin team responded with new brand packaging and product innovations, featuring several on-trend, decorative solutions that appeal to girls and boys, while clearly communicating efficacy and benefits to moms.

“Rather than taking the licensing route as did the competition, we recommended Kimberly-Clark develop new strategies derived from consumer insights to meet this challenge and improve Kimberly-Clark’s superior-quality product’s appeal,” says Bill Goodwin, founder, Goodwin Design Group. “The vision was to create compelling, on- trend product ‘deco’ to engage active girls and boys ages 7-15, create a point of difference for SafeSkin to lead the category, and appeal to moms as a quality, trusted brand that protects their kids and aids in healing sport-related injuries.”

From a design strategy standpoint, three objectives were paramount:

1. Identify trends that resonate with active kids ages 7-15
2. Develop sport wrap decorations to leverage trend findings
3. Design new brand packaging

Discover—research

Goodwin’s design team engaged groups of moms, kids, nurses, and coaches to share ideas and create a brand exclusively for them, by them. “We also visited retailers to watch them shop the category, and led discussion groups to better understand the challenges and opportunities for the brand,” adds Goodwin.

Branding

The original package did not clearly convey what the product was or its proper usage. “We performed a visual audit to demonstrate category norms, and recommended considering the use of icons, illustrations, or photography. This allowed us to demonstrate multiple uses while maintaining gender-neutrality and communicating whom it was for—with images of various kids of various ages playing a range of sports. The key was to balance an appropriate visual language to appeal to youth’s interests, and to mom’s needs. We found that balance in our design exploration, co-creating and proving the value of symbols, like the caduceus to communicate efficacy,” says Goodwin. “Kimberly-Clark introduced innovation to the category as new designs evolved around product decorations, which updated the sport wrap with reversible, on-trend colors and deco.”

Adds Terry Montimore, Goodwin’s Vice President of Creative, “We researched various categories and hundreds of patterns, which were both gender-neutral and gender-specific. We created a series of designs for girls and a series for boys, as well as one with mutual gender appeal. For girls, there were animal print motifs and bright swirly patterns; for boys we took influences from comic book themes, explosions, lightning bolts, etc., to convey sports-oriented action. Then we showed the exploratories to kids, got their reactions, and synthesized the final patterns.”

A green lightning bolt

“We wanted colors that could be easily repeated along the ‘skin’s’ wrap format and would work with a three-color printing process, plus the color of the wrap fabric,” says Brian Barto, Goodwin’s Director of Creative. “There was a lot to learn throughout this process because Kimberly-Clark had never printed on a fabric substrate before. For example, we had to determine how much stretch was acceptable before the designs became unreadable. We kept tweaking the designs and were on call during the prototype printing process, which went through several sample iterations before the final designs were achieved.”

A swirly pink-purple wrap appeals to girls, connoting motion when wrapped around a kid’s arm or leg and, similarly, the lightning bolt pattern looks cool in the round. “When it came to the designs themselves, we tried to make them gender neutral,” adds Montimore. “It really all depends on the color; the pink/purple if printed in blue/green appeals to boys. Recent trends have ushered in colors that were never seen in male and female sports apparel—for example even pink is not only acceptable, but often preferred.”

For added impact on pack, Goodwin added a bright red-encircled caduceus centered below the clear product panel. Alongside the caduceus, the designers placed action sport symbols denoting product usage—for achy knees, wrists, feet, and elbows.

View the article as published in Healthcare Packaging here.

view details >

SafeSkin Kids Sports Wrap Brand Repositioned

Kimberly-Clark refreshes its SafeSkin Kids sports wrap line, with new products and with packaging that uses kid-friendly graphics while communicating efficacy to moms.

To assist with its SafeSkin Kids sport wraps product, Kimberly-Clark approached Goodwin Design Group to consider next-stage products and the brand platform to ensure future success, primarily through product innovation opportunities. Goodwin shared consumer insights, demonstrated trends, determined strategies, and implemented solutions for SafeSkin to remain a category leader.
While Kimberly-Clark planned to focus on product solutions, Goodwin’s recommendation was to also work on the brand packaging. Together with consumers, Goodwin created a new strategy and brand platform for an entire line of products that moms, parents, and coaches truly want. Goodwin designed the products together, tested the range to select those that were most appealing, and refreshed the brand packaging to speak to kids of all ages, and those who care for them, in a visual language they understood and preferred.
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Kimberly-Clark launched SafeSkin Kids Sports Wraps in 2011, creating the kids’ wrap category and capitalizing on a new retail market opportunity. Yet there was little brand equity in the original SafeSkin Kids packaging, and it visually projected that it was for “little kids.” By late 2012 the brand’s leadership was being challenged by a new competitor, which marketed a wrap featuring a popular licensed property with strong kid and mom appeal.
Kimberly-Clark returned to Goodwin, the studio that redesigned the company’s GoodNites brand packaging (2007). Kimberly-Clark aimed to reposition its relatively new SafeSkin Kids sport wraps in the face of opportunities in the category and to insulate the brand against new competitors. The Goodwin team responded with new brand packaging and product innovations, featuring several on-trend, decorative solutions that appeal to girls and boys, while clearly communicating efficacy and benefits to moms.
“Rather than taking the licensing route as did the competition, we recommended Kimberly-Clark develop new strategies derived from consumer insights to meet this challenge and improve Kimberly-Clark’s superior-quality product’s appeal,” says Bill Goodwin, founder, Goodwin Design Group. “The vision was to create compelling, on- trend product ‘deco’ to engage active girls and boys ages 7-15, create a point of difference for SafeSkin to lead the category, and appeal to moms as a quality, trusted brand that protects their kids and aids in healing sport-related injuries.”
From a design strategy standpoint, three objectives were paramount:

1. Identify trends that resonate with active kids ages 7-15
2. Develop sport wrap decorations to leverage trend findings
3. Design new brand packaging

Discover—research

Goodwin’s design team engaged groups of moms, kids, nurses, and coaches to share ideas and create a brand exclusively for them, by them. “We also visited retailers to watch them shop the category, and led discussion groups to better understand the challenges and opportunities for the brand,” adds Goodwin.

Branding

The original package did not clearly convey what the product was or its proper usage. “We performed a visual audit to demonstrate category norms, and recommended considering the use of icons, illustrations, or photography. This allowed us to demonstrate multiple uses while maintaining gender-neutrality and communicating whom it was for—with images of various kids of various ages playing a range of sports. The key was to balance an appropriate visual language to appeal to youth’s interests, and to mom’s needs. We found that balance in our design exploration, co-creating and proving the value of symbols, like the caduceus to communicate efficacy,” says Goodwin. “Kimberly-Clark introduced innovation to the category as new designs evolved around product decorations, which updated the sport wrap with reversible, on-trend colors and deco.”

Adds Terry Montimore, Goodwin’s Vice President of Creative, “We researched various categories and hundreds of patterns, which were both gender-neutral and gender-specific. We created a series of designs for girls and a series for boys, as well as one with mutual gender appeal. For girls, there were animal print motifs and bright swirly patterns; for boys we took influences from comic book themes, explosions, lightning bolts, etc., to convey sports-oriented action. Then we showed the exploratories to kids, got their reactions, and synthesized the final patterns.”

A green lightning bolt

“We wanted colors that could be easily repeated along the ‘skin’s’ wrap format and would work with a three-color printing process, plus the color of the wrap fabric,” says Brian Barto, Goodwin’s Director of Creative. “There was a lot to learn throughout this process because Kimberly-Clark had never printed on a fabric substrate before. For example, we had to determine how much stretch was acceptable before the designs became unreadable. We kept tweaking the designs and were on call during the prototype printing process, which went through several sample iterations before the final designs were achieved.”

A swirly pink-purple wrap appeals to girls, connoting motion when wrapped around a kid’s arm or leg and, similarly, the lightning bolt pattern looks cool in the round. “When it came to the designs themselves, we tried to make them gender neutral,” adds Montimore. “It really all depends on the color; the pink/purple if printed in blue/green appeals to boys. Recent trends have ushered in colors that were never seen in male and female sports apparel—for example even pink is not only acceptable, but often preferred.”

For added impact on pack, Goodwin added a bright red-encircled caduceus centered below the clear product panel. Alongside the caduceus, the designers placed action sport symbols denoting product usage—for achy knees, wrists, feet, and elbows.

View the article as published in Packaging World here.

view details >

Goodwin Design Group ‘Rocks Your Game’ for Kimberly Clark&#8217;s New SafeSkin Kids Sports Wraps

Kimberly-Clark approached Goodwin Design Group to assist with their SafeSkin Kids sport wraps, a young, successful brand in a competitive category. Goodwin’s charge was to consider next stage products and brand platform to ensure future success, primarily through product innovation opportunities. We shared consumer insights, demonstrated trends, determined strategies and implemented solutions for SafeSkin to remain a category leader. While KCC planned to focus on product solutions, our recommendation was to also work on the brand packaging in tandem. We worked with kids and moms, as well as nurses and coaches, involving them throughout the design exploration process. Together with consumers, Goodwin Design created a new strategy and brand platform for an entire line of products that moms, parents and coaches truly want. Goodwin designed the products together, tested the range to select those, which were most appealing, and refreshed the brand packaging to speak to kids of all ages, and those who care for them, in a visual language they understand and preferred.

Kimberly Clark launched SafeSkin Kids Sports Wraps in 2011, creating the kids’ wrap category and capitalizing on a new retail market opportunity. Yet there was little brand equity in the original “SafeSkin Kids” packaging and it visually projected that it was for “little kids”. By late 2012 the brand’s leadership was being challenged by a new competitor, which marketed a wrap featuring a popular licensed property with strong kid and mom appeal.

Kimberly Clark returned to Goodwin, the studio that redesigned KCC’s GoodNites brand packaging (2007). KCC aimed to reposition its relatively new SafeSkin Kids sport wraps in the face of opportunities in the category and to insulate the brand against new competitors. The Goodwin team responded with new brand packaging and product innovations, featuring several on-trend, decorative solutions that appeal to girls and boys, while clearly communicating efficacy and benefits to Moms.

“Rather than taking the licensing route as did the competition, we recommended Kimberly Clark develop new strategies derived from consumer insights to meet this challenge and improve KCC’s superior-quality product’s appeal,” said Bill Goodwin, founder, Goodwin Design Group. “The vision was to create compelling, on trend product ‘deco’ to engage active girls and boys ages 7-15, create a point of difference for SafeSkin to lead the category, and appeal to Moms as a quality, trusted brand that protects their kids and aids in healing sport-related injuries.”

From a design strategy standpoint, three objectives were paramount:

(1) Identify trends that resonate with active kids ages 7-15
(2) Develop sport wrap decorations to leverage trend findings
(3) Design new brand packaging

Discover – research

Goodwin’s design team engaged groups of Moms, kids, nurses and coaches to share ideas and create a brand exclusively for them, by them. “We also visited retailers to watch them shop the category, and led discussion groups to better understand the challenges and opportunities for the brand,” added Goodwin.

Branding

The original package did not clearly convey what the product was or its proper usage. “We performed a visual audit to demonstrate category norms, and recommended considering the use of icons, illustrations, or photography. This allowed us to demonstrate multiple uses while maintaining gender-neutrality and communicating whom it was for– with images of various kids of various ages playing a range of sports. The key was to balance an appropriate visual language to appeal to youth’s interests, and to Mom’s needs. We found that balance in our design exploration, co-creating and proving the value of symbols, like the caduceus to communicate efficacy,” said Goodwin. KCC introduced innovation to the category as new designs evolved around product decorations, which updated the sport wrap with reversible, on-trend colors and deco.”

“We researched various categories and hundreds of patterns, which were both gender neutral and gender-specific, We created a series of designs for girls and a series for boys, as well as one with mutual gender appeal,” said Terry Montimore, Goodwin’s vice president of creative, “some comic-bookie, explosions, etc.- For girls there were animal print motifs and bright swirly patterns; for boys we took influences from comic book themes, explosions, lightning bolts, etc., to convey sports-oriented action.. Then we showed the exploratories to kids, got their reactions and synthesized the final patterns.”

A green lightning bolt

“We wanted colors that could be easily repeated along the ‘skin’s’ wrap format and would work with in a three-color printing process, plus the color of the wrap fabric,” said Brian Barto, Goodwin’s director of creative. “There was a lot to learn throughout this process because KCC had never printed on a fabric substrate before. For example, we had to determine how much stretch was acceptable before the designs became unreadable. We kept tweaking the designs and were on call during the prototype printing process, which went through several sample iterations before the final designs were achieved.”

A swirly pink purple wrap appeals to girls, connoting motion when wrapped around a kid’s arm or leg and, similarly, the lightning bolt pattern looks cool in the round. “When it came to the designs themselves we tried to make them gender neutral,” added Montimore. “It really all depends on the color; the pink/purple if printed in blue/green appeals to boys. Recent trends have ushered in colors that were never seen in male and female sports apparel– for example even pink is not only acceptable, but often preferred.”

For added impact on pack, Goodwin added a bright red-encircled caduceus centered below the clear product panel. Alongside the caduceus, the designers placed action sport symbols denoting product usage – for achy knees, wrists, feet and elbows. All in all, Goodwin delivered a leap forward for the brand, with the “New Package – Same GREAT Product!” as noted atop the pack.

View the article as published in Packaging of the World here.

view details >

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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.

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Goodwin

The Foreman House
541 Avondale Road
Wallingford, PA 19086

877.214.1297 tf
484.442.8723 p
484.442.8734 f