Client: Good Work Institute
Good Work Institute is the newly evolved state of Etsy.org, the foundational affiliate of the internet marketplace Etsy.com. GWI is an exciting, innovative source of regenerative business and entrepreneurship resources and opportunities. They operate on the principle that we must cultivate a new framework of what it means to be successful and develop new strategies of business ownership and operation that honors the individual, the natural world, and the community in which it operates. Then, and only on those conditions, can we accomplish the good work that needs to be done.
Our challenge was to create a simple wordmark as logotype that felt organic and human, but compatible with contemporary businesses that often interact with new technologies. It needed to be fluid and dynamic enough to match their broad constituency of businesses and participants, united under the umbrella of Good Work. We ended up with a hand-lettered bold sans, that is both of the times and timeless, with a bounding box that flows around the words to simultaneously unite and differentiate them.