Identity, Copywriting, Visual Design, & Product Design for the coaching product meant to make sh***y managers extinct.
No More Sh***y Managers.
Background
For the better part of the last decade I’ve used a home-grown solution to set goals for my direct reports: an objective, concise, and anonymous written goal format. Time after time I’ve witnessed this goal format (paired with coaching) help people realize incredible growth. I decided to package it up as my first organizational coaching product.
Approach
Good Goals were initially crafted as custom guidance from mentor to employee to help them reach their unique potential. To reflect this, I designed a retro-olympics aesthetic using heritage colors, straightforward messaging, crisp layouts, and cinematic imagery to evoke the nostalgic camaraderie of achieving a team victory.
Outcomes
Naming & Brand Strategy
Visual Identity
Messaging
Generative AI Key Art
I utilized the iconic ring symbol, which evokes the imagery of the tracks, medals, goals, and laurels associated with winning, as the foundation for repeating "Gs".
I used randomly placed rectangles to deconstruct the logo into a new geometric set, serving as super graphics and image masks.
Key visuals were crafted by merging the empowering aesthetic of 70s track and field with the modern business symbol, the suit.
The clean, humanistic sans typeface Agenda grabs attention with its unique character and weight to deliver relatable truths with impact, like a good manager.
Put it all together and it feels real good.
