As the brand developer for Good&Co’s B2B website, Good&Co Pro, I played a pivotal role in harmonizing the company’s vibrant and playful messaging with the professional expectations of Chief Technology Officers (CTOs), Chief Human Resources Officers (CHROs), and Enterprise clients. My primary objective was to create a distinctive brand identity that maintained continuity with the overarching Good&Co brand while differentiating the B2B platform from its B2C counterpart.

I strategically emphasized the intersection of science and workplace fit by showcasing data-backed insights and promoting the product’s visual appeal through high-quality and compelling images. Positioning Good&Co Pro as the “LinkedIn meets eHarmony,” I aimed to communicate the platform’s value proposition succinctly and memorably.

After a year of launching the brand, Good&Co was successfully acquired by StepStone, marking a significant milestone for the company and validating the effectiveness of the brand strategy implemented for Good&Co Pro.