Amplifying purpose

The Good Kind is a design and strategy agency. We collaborate with courageous early-stage organizations that are changing society and challenging world systems in meaningful ways.

What we do

We help purpose-driven brands tell their story

Stories are what connect us and inspire us to make change happen. How we choose to tell those stories is a crucial stepping-stone in creating lasting, positive change in ourselves and our world.

We work with purpose-driven people and organizations to clarify, communicate, and help them fully embody their story and values, internally and externally. We specialize in working with early-stage organizations who are courageously helping improve the human experience, one day at a time.

Areas of interest
Our core values
Two people sharing cake.
Abundance mindset

We feel energized and inspired by people and brands making the world a better place. We're excited by the challenges ahead and are positive, grateful, and dedicated partners in helping bring good things to life.

Two people collaborating happily.
Collaboration

We thrive and grow when we tap into people's diversity and their unique perspectives. Our inclusive and iterative process leads to smooth and successful projects that everyone feels ownership of.

A person holding a big cuddly heart.
Radical kindness

We value authenticity, speaking up, and doing what's right in all our partnerships. We strive to ground our interactions in warmth, empathy, and humility.

Agency Team
Our team

Good people, good work

We are an ecosystem of diverse people that operate at the intersections of culture, strategy, technology, and design. We are a balanced mix of creators, thinkers, and organizers. We start with what truly drives projects to success: by carefully putting together teams of value-aligned people collaborating on projects they genuinely care about.

Because we love what we do and why we do it, we provide more than just services - we put our hearts and soul into everything we do.

Our leadership

Partners in life & work

Pascal Tremblay

Pascal Tremblay

LinkedIn
Co-Founder, Strategy Lead

Pascal is a veteran in design, technology, and brand strategy. Since 1999, he has led creative projects for organizations ranging from Fortune 100 businesses to international rock bands and non-profit organizations. He strongly believes in the powers of shared human emotions and storytelling to plant seeds of positive change. When he’s not solving problems for our clients, he enjoys listening to music, being in nature, practicing yoga, reading, and spending time with his family.

Elaine Lim

Elaine Lim

LinkedIn
Co-Founder, Project Lead

Elaine loves patterns and systems. She uses that inclination in creating experiences that streamline business and design goals for our clients. Since 2005, she has provided content design, digital strategy, and project management to multinational clients, non-profits, and government agencies. When she is not working, she loves spending time with family and friends, cooking up a storm, spending time in nature, and identifying wild herbs and mushrooms.

Justin Wilford, PhD
Co-Founder MaxLove Project and The Family Thrive

"Nothing short of excellent. They brought expertise in every domain we needed to launch our platform and supported us at every step. They’re all wonderful human beings and a total joy to work with."

Our clients love to collaborate with us
Justin Wilford, PhD