Thursday, February 22, 2024
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‘The design world can do better’: Jessica Strelioff and Danielle LaRoy of brand studio Goodside

In an exclusive interview, designer Jessica Strelioff and strategist Danielle LaRoy share their journey of founding Goodside, a brand studio aimed at pushing the boundaries of design and creating unique brand systems. They discuss their dissatisfaction with the abundance of uninspiring and copycat work in the industry and their determination to make a positive impact. With a focus on collaboration and embedding themselves in client teams, they strive to create brands that not only look good but also do good. Despite the challenges of starting a business in a turbulent year, they have had a successful first year and are optimistic about the potential of AI in their creative process.

The design world can do better: Jessica Strelioff and Danielle LaRoy of brand studio Goodside

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Boundary-pushing work

The design industry is truly special, and it’s easy to forget just how cool it is to consistently dream up new worlds and bring them to life. Designer Jessica Strelioff and strategist Danielle LaRoy recognize the wonderful and boundary-pushing work that independent creatives, studios, and agencies are putting out there. They count themselves lucky to love their work as much as they do. However, they also acknowledge that there is a lot of bland, uninspired, and copycat design work in the industry. Large corporate rebrands often seem to follow the same patterns and lack uniqueness. Jessica and Danielle aim to push back against this trend by partnering with early-stage companies actively seeking to push creative boundaries and carve their own path. By establishing each brand in strategy upfront, they are able to design and develop authentic and unique brand systems that truly stand out.

The design world can do better: Jessica Strelioff and Danielle LaRoy of brand studio Goodside

This image is property of www.creativeboom.com.

Walking the walk

Danielle and Jessica founded Goodside with the mission to build purpose-driven brands that look good, sound good, and do good. They bring together their skills as a strategist and designer to create full-of-life brand experiences. Their journey together started back in 2016 when they met at an agency in San Francisco. Working together, they developed their own way of working by merging their visual and verbal disciplines. This approach eventually became the core of Goodside. Drawing from their experiences working at startups during their hypergrowth stages, they learned the importance of delivering brand systems that can scale. One aspect that sets them apart is their decision to stay small by design. With just the two of them, they are able to be highly collaborative and hands-on, working closely with their clients as embedded members of their teams. They take on projects with people and businesses that align with their values and missions. In 2023, they officially launched Goodside and have been enjoying the journey ever since.

The design world can do better: Jessica Strelioff and Danielle LaRoy of brand studio Goodside

This image is property of www.creativeboom.com.

First year in business

The first year of starting a business can be challenging, but Jessica and Danielle feel fortunate to have had a relatively smooth and successful first year so far. Their prior experience working together for years made the transition to co-founders much easier. They also took the time to establish their professional identities individually, which helped build awareness and generate interest in their new venture. Their approach to the first year was one of seed-planting, focusing on projects that aligned with their portfolio and network rather than pursuing immediate financial gain. Despite the economic challenges of the recession-like climate in 2023, they have almost reached their financial goals for the year. One of the most difficult aspects of their seed-sowing mentality has been turning down projects that weren’t the right fit in order to make room for the right ones. But through it all, Jessica and Danielle have remained positive and committed to making a positive impact in the world through their work.

The design world can do better: Jessica Strelioff and Danielle LaRoy of brand studio Goodside

This image is property of www.creativeboom.com.

Using AI

As the design industry evolves, one significant change has been the rise of AI. Jessica and Danielle recognize that AI is here to stay and view it as a tool rather than a replacement for creativity. They believe that as creatives, it is their responsibility to keep learning and evolving alongside new tools, including AI. They have been exploring different ways to incorporate AI into their workflows and have found it both exciting and at times, comforting to discover its limitations. They liken the use of AI to having an intern; it takes coaching, trial and error, and a clear direction from the start. They have used AI-generated tools to break out of their creative routines and elevate their projects. However, they do have guiding principles for using AI, such as not using artists’ names when drafting prompts and always putting their human touch on AI-generated images. Despite the skepticism surrounding AI, Jessica and Danielle feel hopeful for its potential to bring positive change to various industries and societal issues such as healthcare, food systems, and climate responses.

In conclusion, Jessica Strelioff and Danielle LaRoy of Goodside are on a mission to create boundary-pushing work and build purpose-driven brands. They believe that the design industry can do better and strive to bring uniqueness and authenticity to their projects. Through their strategic approach and partnership with early-stage companies, they aim to push creative boundaries and carve their own path. Their first year in business has been successful, thanks to their collaborative and hands-on approach and their commitment to projects that align with their values. They embrace the rise of AI as a tool and have been exploring ways to incorporate it into their workflows while still maintaining their creativity and human touch. With their positive and forward-thinking mindset, Jessica and Danielle are making a significant impact in the design industry and continuously pushing the boundaries of what is possible.

The design world can do better: Jessica Strelioff and Danielle LaRoy of brand studio Goodside

This image is property of www.creativeboom.com.

Source: https://www.creativeboom.com/features/jessica-and-danielle-of-goodside-studio/