brand strategy
🤓
campaigns
🤤
identity
😁
social
😏
packaging
📦
propaganda
🫠
voice
🤬
merch
😎
naming
😶
brand partnerships
🤠
websites
🤡
video
👽
audio
🙃
retail
🫣
collaboration
😘
taglines
™️
other stuff
🤯
brand strategy 🤓 campaigns 🤤 identity 😁 social 😏 packaging 📦 propaganda 🫠 voice 🤬 merch 😎 naming 😶 brand partnerships 🤠 websites 🤡 video 👽 audio 🙃 retail 🫣 collaboration 😘 taglines ™️ other stuff 🤯
good/fun
let us make fun of your brand!
criquet
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comfortably off-course
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criquet • comfortably off-course •
criquet asked for some help in identifying what their brand was all about. good/fun helped with positioning, personality, voice, brand guidelines, and a rad 48-page brand book.
Design & Art Direction — Sam O'Brien
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Photography — Nick Cabrera
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Design & Art Direction — Sam O'Brien • Photography — Nick Cabrera •
YETI
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built for the wild
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YETI • built for the wild •
Back in 2011 a little-heard-of, but emerging “premium cooler brand” (whatever that meant at the time) was looking for help with positioning, voice, & branding.
what follows is almost a decade of work — from TV to print, out-of-home, inside jokes, packaging, social, digital, in-store, and far-flung ideas.
as writer & creative director, this brand was an absolute dream to help build. work shown a combination of my time at McJ & good/fun.
Art Directors/Designers/Writers
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Tim Cole
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Michael Anderson
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Karl Hebert
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Eric Erickson
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Kristi Flango
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Riley Shine
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Colin Lapin
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Sam O'Brien
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Elliot Nordstrom
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Sarah Weigl
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Jose Canales
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Nick Robertson
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DJ Sherman
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Patrick Girts
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Art Directors/Designers/Writers • Tim Cole • Michael Anderson • Karl Hebert • Eric Erickson • Kristi Flango • Riley Shine • Colin Lapin • Sam O'Brien • Elliot Nordstrom • Sarah Weigl • Jose Canales • Nick Robertson • DJ Sherman • Patrick Girts •
home run dugout
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where left field is home
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home run dugout • where left field is home •
home run dugout came to good/fun to establish their brand, voice, positioning & personality, tagline, website, and a super-fun brand book. if you’re ever in katy, tx, go have a beer and hit a few dingers.
Design & Art Direction
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Sam O'Brien
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Design & Art Direction • Sam O'Brien •
shiner
🍺
beer
🐏
prosit!
🍻
shiner 🍺 beer 🐏 prosit! 🍻
every drop of shiner is brewed in shiner, by the people of shiner. i’m not from shiner, but it was beyond fun being the voice of this small-town brew for almost a decade.
Design & Art Direction
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Michael Anderson
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John Tullis
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Meredith Callaway
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Riley Shine
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Design & Art Direction • Michael Anderson • John Tullis • Meredith Callaway • Riley Shine •
case knives
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keep your hands sharp
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brand campaign
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case knives • keep your hands sharp • brand campaign •
case knives wanted to show the world how useful useful hands can be.
‘keep your hands sharp’ was the first brand campaign they launched in over 129 years.
we kicked things off with a 2-minute anthem spot, followed by a handful of 0:15 social videos, & a non-traditional palm reading event.
creative director, writer.
Art Direction: Andrew Knight
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Writer: Patrick Girts
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Photography: Ian Kasnoff
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Art Direction: Andrew Knight • Writer: Patrick Girts • Photography: Ian Kasnoff •
other stuff!
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misc!
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etc!
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other stuff! • misc! • etc! •
as CD, we helped zippo expand into the outdoor space — with zippo rechargeable hand-warmers. This was their first brand campaign and was written by the insanely talented colin lapin & kristi flango.
Remember when Amazon held America hostage on its year-long PR search for a vacation home? Well someone at McJ thought it would be a good idea to make some PR of our own by making their soulless robot “apologize” to all the cities who felt left out. It worked. Fast Company, Inc., Adweek, NPR. these are the three i wrote.
People think their dogs are the best dogs ever — even if they're just ordinary, boring dogs. So we went along with their preconceived delusions and had British announcers pretend that everyday dog activities were in fact epic shows of epic epicness for merrick dog food.
we even let people upload their own videos and add the same star-treatment to their pooch’s ‘feats.’
One Show Merit.
when you work for a bank that didn’t get caught-up in the whole “treat their customers like someone to rob” trend, you work extra-hard to make sure everyone out there knows there’s a better option.
(yes, i called my big-bank’s phone number. yes i pushed every possible button to graph out their call-chart. yes, it took 6 hours in a small conference room. no, i never got to talk to an actual person.)
the fine print
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the fine print
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the fine print
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the fine print
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the fine print *** the fine print *** the fine print *** the fine print ***
we build brands that people are proud to give a damn about. we do that by ignoring what people think you “should” do and focusing instead on what leads to that good/fun feeling. we don’t help companies say things that aren’t true for money. in fact, we help you celebrate more than you sell. we work with big brands, local brands, mom & pops, non-profits, pro-sports teams, co-ops, garage bands, museums, entrepreneurs, visionaries, and anyone else who wants to change the way companies behave and talk to people.
have a project you wanna make good/fun?