Challenging the status quo for social impact.
TIDES
Tides is a powerful ally for social change that believes a quality education, access to healthcare, a clean environment and being treated equally are basic human rights. They team up with like-minded philanthropists, advocates, nonprofit leaders, corporations and entrepreneurs who want to invest their money and scale ideas to drive social impact.
Giving clarity to their communications to connect with new audiences.
Tides had just completed their organizational strategy and needed a new brand strategy to support it. Their communications had become fragmented over time and each department didn’t fully understand how their work laddered up to support the vision and future goals.
We dug deep, getting to know the ins and outs of the organization, their board of directors, customers, stakeholders, and competition. Working side-by-side with their leadership team, we created a brand strategy that gave clarity to their communications and connected meaningfully with all of their audiences, especially the new people they needed to reach.
An identity with momentum and scale.
The concept behind the Tides logo demonstrates what being 'a force for social good’ really means. We used the all so familiar domino affect as inspiration because it's was a simple way to illustrate the complexities of building and amplifying social movements that start small and gain momentum and scale. This new icon not only compliments the Tides name but reinforces their new tagline, Daring Change™, because it positions them as being first on tough issues.
Photos by Ciro Coelho
Branding their HQ in the historic Presidio of San Francisco.
What we delivered.
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Brand Strategy
Research & analysisVision
Mission
Core essence
Personality
Tone of Voice
Values
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Brand Voice
Positioning statementElevator pitch
Brand promise
Descriptor
Tagline
Key messages
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Brand Identity
LogoFamily of fonts
Color palette
Copy style
Photography style
Brand book
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Brand Experience
Brand launch campaignSocial media profiles
Proposals & reports
Keynote
Brochure
Promotional materials
Architectural signage
Workshops & training
“Good Stuff’s ability to interpret our new organizational strategy and build a brand that communicates powerfully and simply what we do and how we’re different is why this project has been such a huge success. It’s been a pleasure and a great learning experience. Their talent, insights and overall rock star skills were exactly what Tides needed. I love working with the best talent – and that’s Good Stuff.”
— Kriss Deiglmeier, CEO
See related work.
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Building political power.
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Fighting for everday people.
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Champions for gender equality.
