Good Guide: it's pocket science
Our mission was to rebrand Good Guide and create a multi-platform campaign.
Good Guide's Mission Statement
To provide an accessible outlet of product information to the public and to promote better communal, environmental, and socially-based shopping decisions.
About the Brand
Good Guide investigates products and companies on their health, environmental, and social impact. Each product is reviewed through a team of scientists and life analysts. After that, the product is given a researched rating, provided with a condensed version of Good Guide’s research. This makes it easy for the customer to shop without having to do the research on their own. Good Guide also has an on-the-go app featuring scanner technology to raise awareness about better shopping decisions. The feasibility of their app and website allows one to use Good Guide’s research to everyone’s benefit. For this campaign, we’ve concocted a welcoming, yet brainy, personality for Good Guide.
“It’s just pocket science” emphasizes streamlining complicated information through the Good Guide app to yield a quick, useful, and comprehensive rating.
A simple and concise mark for the brand, the brackets reference Good Guide’s barcode scanning technology. The lowercase and round “g” adds a human characteristic.
The icons are made from geometric and squared forms to ensure simplicity, functionality and quick recognition.
As one of the main components of our campaign, we redesigned Good Guide’s app as a tool with user function and experience in mind.
Website: Home Page
The website is organized for a simple user experience. An image slider introduces Good Guide’s services to new visitors. Our homepage is a glimpse into who Good Guide is and what they do. The website also features a link to the Good Guide podcast and app.
The product page breaks down the overall rating into categories. The user is provided with alternative products for quick comparison.
The storyboards presented would act as a commercial and/or youtube series for Good Guide. The youtube series would mimic the storyline presented, but would vary by each video.
Sponsored Events and Social Media
Social media for brands is important in creating human connections. Good Guide’s daily social interaction would reinforce brand transparency. Different media platforms include Facebook, Twitter and Instagram. Good Guide would connect interested users through friendly promotional hashtags, statuses, and other social media content.
Examples of brand-specific social media strategies:
#FlubberFun: A promotional contest for Good Guide’s Good Lab science fair. Participants are encouraged to make flubber. Photos and videos are submitted through Twitter and Instagram. The most creative submissions will receive $300 towards highly-rated products.
#PocketScience: Used on Twitter to promote the Good Guide podcast. Each tweet would be a preview of the podcast that day sharing interesting facts. These facts would be further expanded in Good Guide’s podcast for that day.
The Good Lab national science fair is presented to you by Good Guide and Target. Supporting Target’s decision to spend $1 billion on education before 2015, the Good Lab will be offering over $150,000 in scholarships. Students from the ages of 9–18 are eligible to participate.
The top 40 schools with the lowest passing and graduating rate will be given a science kit as promotion for the Good Lab science fair. The package will include a handbill on how to make the flubber, ingredients and extra information about registration. To create hype and interest before the Good Lab science fair, we have paired it with the promotional #flubberfun. This will appear onto social media newsfeed and attract others who would want to join in on the fun!
The Good Guide podcast contains informative and interesting content for listeners. The podcast would cover anything from companies with improved ratings, to how a product was made, or as an extension of #pocketscience.
Collaborative project with Raven Sanders & Zoha Shafiq.
My contribution to this project included contributing to the initial concept, designing the website, icons, science kit, science fair promotional insert, podcast and photoshop edits. As well as the initial concepts of the logo, storyboard and Science fair poster. Lastly, with participation in the magazine ads, color palette and book production. *Written content in descriptions is curiosity of Zoha Shafiq.