Good Work Institute

The Client

The Good Work Institute (formerly known as Etsy.org) is turning business education on its head by placing an emphasis on ethics and compassion instead of profits and competition. GWI helps small business owners find purpose as they achieve profit by offering frameworks, practices, support, and community for businesses to develop and implement projects that aim to have net-positive benefit in their community.

The Project

GWI wanted a brand that captured the roots of where they came from–Etsy.com, but also distinguished them from their well-known parent brand. They also wanted to update their website so that it could convey the organization’s message more cohesively and bolster GWI’s audience.

Over the course of the project, Etsy.org rebranded itself as the Good Work Institute. Before they began the process of their redesign, Etsy.org was still in very much in its pilot phase, and the website was just a placeholder with a short blurb about the organization, some pictures from events, and a handful of articles. This gave Radish a great opportunity to completely bulldoze the old website and start fresh, developing new designs and content that effectively convey GWI’s mission, message, and values.

We created a series of visual systems to establish an identity that is reflective of who GWI is as a community and organization. A visual theme throughout the site is the use of fine lines and colorful dots, which allude to GWI’s function as a conduit between individuals and ideas and a builder of support networks. This visual identity is one that GWI can grow into, and will help them implement new creative language for their digital and extended print branding.