C.
The Goodnews Clothing Co.
2025
Services
Art Direction, Brand Strategy, Brand Identity, Apparel Design, Campaign, Social Content, Web Design, Web Development, Launch
Brief
Collaborate with an internal church organisation team to lead a clothing brand project for the modern Christian. Executions include: strategy, identity, first drop, launch campaign and online store.
Creative Direction
(01)
The Goodnews started from one line in the brief: hope is worth wearing. The work was to make that feel like clothing first, something you'd reach for on a Tuesday, and a message second.
The identity borrows from the 1970s paperboy: a clenched hand mid-toss, a rolled newspaper, urgent news carried door to door. Here the news is the oldest good news there is. With a script wordmark and the line Go Spread The Word, the mark reads as an invitation rather than an announcement.
Everything around it stays calm. Deep blue for trust, green for growth and white for air; Neue Montreal for clarity and Editorial New for a quiet, mid-90s editorial voice. Varsity lettering carries the product: familiar, collegiate and easy to wear.
Challenge
(02)
Subtle enough to wear every day. Clear enough to mean something.
Faith-based clothing usually falls into one of two camps: loud slogans or church-event merch. The brief asked for something else. It wanted designs that carry faith and positivity subtly, without being overtly religious, for a modern Christian audience who care how they look.
And it all had to be built at once: strategy, identity, product, campaign, social and a store, each one holding the same quiet confidence.
What we developed
(03)
