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What started as a one-man operation had scaled significantly to a team of seven, rendering the existing brand identity obsolete and unrepresentative of the group’s collective identity and shared vision. Recognising the necessity for a brand evolution aligned with this expansion, the challenge was to create a new, singular framework that could capture the essence and strategic purpose of the expanded organisation.
STOOP® guided this essential transformation through a multi-month collaboration that prioritised open dialogue and deep discovery into the team's core values. This focused process culminated in the creation of a new name, Goodworker, alongside a comprehensive brand identity, strategy, and website. This revitalised brand has successfully empowered the entire team with a clear sense of purpose and strategic direction, translating the meaning of being a "Goodworker" into a powerful market asset.
