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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.
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Our core values
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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.
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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
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
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
Co-Founder, Project Lead
Elaine loves creating seamless experiences for brands and organizations. She uses that inclination to create streamlined business and design goals 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. When she is not creating, she is spending time with family and friends, raising her beautiful son, honing her mindfulness practice, 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
