Work with Goodness centred on strengthening their digital and physical presence as the brand expanded from New Zealand and Australia into the United States. With a core audience of Gen Z women, every touchpoint needed to feel fresh, fun, and genuinely useful.
The work support was long-term and various, from handling EDM design, product photography, event photography, retailer assets, printed advertising, social media production, as well as campaign planning and design execution for product launches and key promotions. As the brand moved to an ecommerce-first strategy for the US, I led the design and build of the new website, working closely with the IT team on custom features and with marketing on strategy and copy.
These combined efforts shaped a refreshed digital ecosystem that supports Goodness across retail, social, and the new US market.
A full mix of campaign creative, photography, social content, and a new US-focused ecommerce site to help Goodness grow their presence and connect with their Gen Z audience.
