Goop was founded as a wellness and lifestyle brand by the Hollywood A Lister Gwyneth Paltrow, and started life as a newsletter, accumulating a large and slavishly devoted following.

We were engaged by Goop to help develop a commercial strategy for the brand and create ways to monetize the community who had bought into the lifestyle emotionally without any way to express their devotion.
We started with a review of the identity and refreshed the brand mark creating a new visual identity to carry the new commercial digital ecosystem we were developing with Gwyneth, her executive and editorial teams.
The first digital products we created were a suite of bespoke city guide apps, which we designed and developed, having established the content strategy. We worked closely with the editorial and video production teams to create original, premium content.
On its launch, the Goop was named App of the Week and an App Store Staff Pick. We continued to develop and manage the apps for 5 years, consulting on the development and launch of the new eCommerce platform.
We consciously uncoupled from Goop when the company relocated to the US west coast to begin the next phase of its personal development. We are delighted to see Goop building on these foundations and go from strength to strength.
Branding STRATEGY Creative Digital