Recognising the need for brand evolution as his business grew, Steve Ford engaged STOOP® to guide transformation. From a one-man operation to a team of seven, he wanted a brand that represented their collective identity and shared vision. STOOP® facilitated a multi-month collaboration, prioritising open dialogue to uncover the essence of their organisation. This discovery process into the team's values led to the creation of a new name, brand identity, strategy, and website, all designed to capture the meaning of being a "Goodworker." This revitalised brand has empowered the team with a clear sense of purpose and direction.