A comprehensive exploration of our "GOOD NOT GREAT" brand identity— from conceptual foundations to practical applications, designed to inspire honest progress and meaningful growth.
Welcome to our brain child full of whimsy and expermentation.
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Good Not Great is the creative partnership of Sohil Sikdar and Cas Cruz. The name comes from our first date- we were looking for a burger spot (cas’ forever fave food) and found a spot with the review: “good not great” burgers. We had to go.
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Two expressions of our brand—full color for energy and impact, monochrome for versatility and clarity.
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Our boutique agency a powerhouse for creatives, and we love to extend our invitation for prospective collaborators.
A home coincides with our structural integrity, our foundation we build along our skill sets, and allows our peers to be comfortable with being themselves.
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Coral #F16750
Innovation - Represents our drive to push boundaries and create meaningful change.
Sunshine #FDEA50
Optimism - Symbolizes the positive impact and bright future we build together.Lavender #CCC6E2
Balance - The stable foundation that supports sustainable progress.Indigo #7776B7
Depth - Represents thoughtful decision-making and deep understanding.
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"GOOD NOT GREAT" is about honest ambition. We acknowledge our current state while maintaining unwavering commitment to continuous improvement. This philosophy guides every aspect of our work and relationships.
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Purpose-Driven Excellence
'Good' is the foundation, but 'great' is the destination. Every decision is guided by meaningful impact rather than surface-level success.Progressive Innovation
Like the growing plants in our logo, we initiate ideas from good concepts into great solutions through continuous iteration and bold thinking.Community-Centered Growth
Our house-shaped foundation represents the stable community we build, where individual growth contributes to collective greatness.