Good Fifty’s brand falls short in clearly communicating its unique value proposition—donating 50% of profits to customer-selected, vetted charities. While the mission is powerful, the current brand lacks the visual identity, messaging clarity, and emotional connection needed to stand out in a crowded market of mission-driven apparel.

Without a strong, recognizable identity and consistent storytelling, the brand risks being perceived as just another T-shirt company, rather than a platform for meaningful, customer-empowered giving. They needed to build their brand to

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Having established our new logo, we’re set to build a unified brand identity and system that strengthens the brand experience across all touchpoints. Here’s an overview of our progress:
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The updated logo and branding modernize Good Fifty’s identity, highlighting its commitment to donating 50% of profits. The sleek design and green palette reflect purpose, sustainability, and trust, positioning Good Fifty as a leader in purpose-driven apparel.
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Together, these elements strengthen brand recognition and position Good Fifty as a trusted, impactful leader in purpose- driven apparel.