Promoting Good
OVERVIEW
Leading With Purpose and Clarity
Promoting Good is a professional development firm focused on inclusive, values-based leadership. They approached me for help with their marketing and website, but through early conversations, it became clear that real impact would require a more foundational approach. I brought in two trusted collaborators, Justin and Kelly Gatz, to help shape the strategy and execution. Together, we refreshed the brand, defined a clear visual and verbal identity, and built the systems needed to increase visibility, support scalability, and preserve what made Promoting Good unique. The work became both a creative and strategic transformation grounded in empathy, clarity, and results.
STRATEGY
Succeed for Good
We began by identifying a clear opportunity: Promoting Good wasn’t just another DE&I firm. They had the potential to become a steady, trusted voice during a time when inclusive practices face both support and skepticism. But to rise above the noise, the brand needed more than messaging, it also needed structure, clarity, and presence. We developed a three-pronged approach focused on brand development, marketing strategy, and digital optimization. Our north star was helping Promoting Good show up as a leader who brings others along. Not just with ideas, but with actionable guidance that turns inclusive leadership into business transformation.
KEY INSIGHT
In today’s climate, inclusive leadership must be framed as a strategic advantage that is grounded in results and not just values. The message has to meet people where they are, then guide them forward with clarity, respect, and purpose.
SOLUTION
We refreshed the brand identity with a warmer, more human tone. The updated logo brought more balance and approachability. The expanded color palette introduced contrast and light, including a custom gradient inspired by a sunrise, subtly reinforcing the idea of Promoting Good as a guiding light. We curated photography that reflected leadership in a modern, inclusive way. From office moments to team bonding in outdoor spaces, the imagery helped redefine what leadership looks like today. Messaging was carefully crafted to speak to both purpose and performance. “Succeeding for Good” became a thematic expression, anchoring the dual mission of impact and longevity. We also implemented systems for content, automation, and digital performance. What resulted was consistency and reach across their website and marketing channels.
OUTCOME
A Clearer Voice. A Brighter Signal.
The new identity helped Promoting Good expand its visibility and connect with audiences more effectively. Website traffic and social engagement increased by nearly 67%. Inquiries and service interest followed. But more importantly, the brand now reflects its true intent... compassionate leadership with a measurable difference. Promoting Good is positioned to lead with confidence, and to help others do the same.
