A new corporate identity for World of Good Brands

My contributions:

  • Brand Identity & Positioning 

  • Go-To-Market Strategy

  • Copywriting

The challenge:

In a media landscape crowded with publishers chasing scale, Leaf Group set itself apart by fostering niche communities through Well+Good, Only In Your State, and its experiential studio in Los Angeles.

Under new leadership, the company sought to redefine its market presence with a fresh identity that better captured its unique value proposition: fostering authentic, tangible connections between consumers and brands, beyond the fleeting impression.

The approach:

I led an internal task force to shape the new corporate identity for World of Good Brands, a name inspired by its flagship brand, Well+Good.

This comprehensive process encompassed the development of the company name, mission statement, logo, market-facing materials, trade press strategy, and a new go-to-market approach for the revenue organization.

Anchored in the vision of being a “human connections company,” the new identity introduced an “experiential media paradigm” that prioritized meaningful interactions over sheer scale, evolving how brands quantify connection with their target audiences.

The results:

CEO Lindsey Abramo featured at Digiday Summit and as Digiday Podcast guest to present the new company vision and business model.

12x

new advertisers secured in H2 2023.

20%

YoY revenue growth in H2 2023.

New corporate identity and branding.

New corporate website.