.svg)
.svg){kind=icon}
Shaping
what's next
Good Kind is a design and strategy agency. We collaborate with courageous early-stage organizations that are challenging the status quo in positive and 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 to clarify, communicate, and help them fully express their story and embody their values, internally and externally. We specialize in working with early-stage organizations who are courageously helping improve the human experience, one small step at a time.
.png)
Our core values
.png)
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.
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.
.png)
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.
Our team
Co-creating good things
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 heart and soul into everything we do.
Dalal Behbehani,
Founder and CEO, Naz
"Good Kind's facilitation, passion, and dedication provided the foundation I needed to truly establish my brand with impact. An agency with heart, that works from the heart and showed me how to connect with my customers from the heart."
Our clients love to collaborate with us
Our leadership
In service to a kinder world
Pascal Tremblay
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, and spending time with his family.
Elaine Lim
Co-Founder, Project Lead
Elaine loves creating seamless experiences for people and organizations. She uses that inclination to create streamlined experiences for our clients. Since 2005, she has provided user experience design, digital strategy, and project management to multinational firms, grassroots businesses and social change organizations. She loves spending time with family and friends, raising her beautiful son, honing her mindfulness practice, and identifying wild herbs and mushrooms.
.jpg)
Andrew Govender
CEO, Executive Producer
Andrew uses his innate understanding of design, technology, and branding to inspire profound connections. Andrew uses his industry experience to chart and steer the course of our agency. He believes in creating an environment that fosters growth, authenticity and generosity, echoing the agency's core values. Outside the workspace, he enjoys outdoor adventures, honing his culinary skills, and nurturing quality moments with his family.
.jpg)
Latisha Govender
HR, Operations
Latisha is a lifelong learner who values human connections. She creates a safe space for harmonious relationships to thrive towards shared purpose. Latisha's role with Good Kind is to cultivate a positive culture that nurtures creativity, joyful collaboration, and impactful service. In addition to her work, Latisha enjoys hiking, pottery, reading, bird-watching, and learning about herbs. She loves raising her three children in a nurturing environment that enables them to flourish.
Arjun Basu
Strategist
For more than 20 years, Arjun has worked with multinationals, luxury brands, associations, and charities. As an award-winning writer, editor and strategist, Arjun has created new brands and branding for start-ups, and created full-scope rebranding for companies and associations with a long and rich legacy. His method is simple: ask questions, sometimes difficult ones, to get to the heart of a brand's story, and then leverage those learnings to create a coherent strategy that allows organizations to broadcast an emotional and meaningful story that drives impact and growth.
Samantha Rayner
Strategist
Sam is a purpose-lead strategist on a mission to change the future of health, wellness + the planet. She has held marketing leadership roles with lululemon, Saje Natural Wellness and AG Care, and has an MBA from Sauder School of Business. Over her career, Sam has developed numerous cult-favourite brands that have seen record-breaking growth and have influenced the masses. Sam's business philosophy is to create experiences that spark deep connection, develop world-class products and brands, and empower teams to work cohesively and perform.