Good Co. is a community of digital practitioners who design, build, and launch digital products in partnership with business teams. To support its launch into the Australian market, I helped craft an identity that reflects the organisation’s collaborative, hands-on nature. Good Co**.** was born from the idea that multidisciplinary teams bring together diverse perspectives and expertise, creating solutions greater than the sum of their parts.

The brand identity is rooted in the concept of synergy—illustrating how individual elements come together to create something remarkable. This idea extends to the colour palette, inspired by additive colour theory, and the use of Moiré patterns as the brand’s signature graphic device. Moiré patterns serve as a powerful metaphor for collaboration: just as overlapping layers create striking visual effects, the intersection of diverse backgrounds, skills, and viewpoints generates dynamic and unexpected outcomes. True innovation often emerges in moments of slight misalignment—when perspectives challenge one another, sparking new ideas and deeper connections.