Insights & News

Good-Loop Unveils New Brand Identity, Restructures Leadership Team

The new brand is designed to introduce businesses and consumers to Good-Media™, a category of media that drives positive results for people and the planet.

17 Jan 2024

Good-Loop, the media partner that makes doing good easy and profitable, today announces a new brand and visual identity, alongside a restructured leadership team, further focusing on pioneering the category of Good-Media™.

The new brand is designed to introduce businesses and consumers to Good-Media™, a category of media that drives positive results for people and the planet. While concepts such as charitable ad formats and sustainable ad tech efficiencies are abstract to most audiences, the branding takes cues from non-profits, charities, NGOs, tech brands, and media platforms to find a visual language that speaks equally to consumer and B2B audiences.

Amy Williams, Founder and CEO, Good-Loop: “I first created Good-Loop’s visual identity on Photoshop in my bedroom when the business was still mostly an idea. This evolution represents our growth journey as a business and the cementing of Good-Media™ as a critical part of media’s infrastructure in the modern world. Pairing that with a newly refreshed executive team focused on clear missions in their roles is a really fantastic moment for Good-Loop. We are starting the year as we mean to go on: strong, focused and ready to deliver the Year of Good.”

Leadership restructure

The leadership restructure sees Julia Hitchman, currently Chief Commercial Officer, taking on the role of Chief Operating Officer, and Ryan Cochrane, currently Chief Operating Officer, assuming the role of Chief Strategy Officer. Good-Loop board member Will Luttrell is appointed interim Chief Technology Officer; Daniel Winterstein, the co-founder of Good-Loop who has served as Chief Technology Officer, has left the business.

Good-Loop also adds veteran communications executive Peter Land in a non-executive advisory capacity. He most recently served as Chief Communications and Sustainability Officer at Dick’s Sporting Goods, and has held positions at Finsbury (now FGS Global), AOL, PepsiCo, Kraft, Edelman, the Breeders’ Cup, the NBA, NYU Stern School of Business, and is actively involved with nonprofit boards such as Sandy Hook Promise.

New identity

The branding system, created by Hato, leverages the hyphen—the punctuation in Good-Loop’s name—as the key design element that represents the connection between commerce and, put simply, doing good. The hyphen serves as a dynamic window device, peering into the brand campaigns placed in Good-Media™ channels, a way of spotlighting client content and demonstrating the versatility of the Good-Media™ category.

Marisa Thomas, CMO, Good-Loop: “While the act of ‘doing good’ is technically simple, it’s increasingly complicated given the complex nature of the media ecosystem. And that’s something our new brand aims to solve for—helping us distinguish advertising that proactively does ‘good’ via a distinctive symbol which we can utilize as a stamp of approval—a signifier to consumers everywhere that this piece of content has a meaningful impact. It’s designed to further celebrate our mission and further bring to life our work pairing commercial success with good social outcomes.”

The rebrand also introduces:

  • A new logo and wordmark Treated like a stamp, the new logo has been crafted as an instantly recognizable symbol that will be used as a mark of accreditation within the paid media space.

  • Color palette Focusing on Good-Loop’s signature red, the colors are bold, contemporary, and designed to stand out against solid black and off-white to offer legibility and a point of difference among shades of green in the market.

  • Typography The humanistic typeface ABC Social, with small details such as rounded detailing, offers warmth and confidence, while being calm and matter-of-fact.

  • Brand voice

    • Confident, smart, and moral, which contrasts against an ad industry that hasn’t been known for doing good, and the charity sector which can feel more like pleading than smart and confident.

    • A new tagline: They’re Ads, Except They’re Good

  • Brand architecture built to accommodate Good-Loop’s expanding offerings, such as the Good-Media™ Academy, and the company’s upcoming hot sauce line.


About Good-Loop Good-Loop is the Good Media™ partner that makes it easy and profitable for brands to do good at scale. Good-Loop’s ad, media and data solutions help to make the connection between brands and people more meaningful by creating attention-earning, sustainable ads that deliver better business results and have a positive impact on the world. The company, which has offices in London, Edinburgh and New York, is on a mission to help brands harness their power as a force for good. Good for business, good for people, good for the planet. The company has raised more than £6M for charities such as Save the Children, WaterAid, Make-A-Wish, the NSPCC and WWF. Clients include L’Oreal, Nike, Unilever, Levi’s, Adidas, Volvo and Mondelez. In February 2022, the company closed a Series A funding round of $6.1M, led by New York-based investment fund, Quaestus Capital Management (QCM), with additional backing from Scottish Enterprise, impact investor SIS Ventures and European ad tech fund First Party Capital, bringing total investment into the ad tech for good platform to $8.2M (£6m) since it was formed in 2016.

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