The humans behind

GOODNOTBAD

Four founders. Different strengths. Same obsession: creating work that matters, and making it fun to get there.

We’re not an anonymous agency machine. We’re four people with track records, quirks, and big ambitions. Together, we bring decades of experience across design, branding, membership, partnerships, and creative strategy.

Haley
Chief Creative Officer
Can spot a brand’s weak story from a mile away and fix it before you blink. Makes identities feel sharp, modern, and alive.
Meet Haley
Haley is a creative director and brand strategist with deep expertise across campaigns, identity development, and immersive storytelling. Over the course of her career, she has helped shape brand experiences that resonate with audiences and build cultural relevance. Known for her collaborative leadership and sharp creative instincts, Haley has guided design teams and clients through projects ranging from brand launches to large-scale activations.
At GOODNOTBAD, Haley leads with the belief that creativity should add value, not just noise. She is driven to ensure that bold ideas are grounded in meaning, purpose, and cultural weight. Her focus is on building work that inspires, connects, and stands for something more than aesthetics, making her the steward of the studio’s creative vision.
Lawrence
Chief Design & Technology Officer
Turns complex problems into simple, human experiences. Systematic, precise, but knows when to break the rules.
Meet Lawrence
Lawrence is a design leader with more than a decade of experience building brands, products, and membership ecosystems. His background spans product design, brand identity, and systems thinking, with a proven record of leading multidisciplinary teams to deliver both creative and technical solutions. Recognized for combining operational precision with design craft, he has shaped digital platforms, premium memberships, and brand systems for both global companies and emerging ventures.
At GOODNOTBAD, Lawrence leads design and technology with the belief that design should create clarity, not clutter. He approaches every project as a balance between creativity and function, ensuring the work is not only visually compelling but also built to last. His ethos centers on crafting stories, systems, and experiences that deliver measurable value for clients while leaving a lasting impact.
Whit
Chief Marketing Officer
Equal parts strategist and hype machine. Knows how to turn ideas into campaigns that perform — and make people pay attention.
Meet Whit
Whit is an innovative marketing leader with more than a decade of experience delivering high-performing campaigns driven by data and strategy. Her expertise spans customer lifecycle management, email and in-app engagement, A/B testing, analytics, and backend operational systems. She has built a career on connecting creative storytelling with measurable outcomes, ensuring that marketing efforts not only capture attention but also foster long-term loyalty.
At GOODNOTBAD, Whit believes strategy must be as creative as the work itself. She thrives at the intersection of creativity and execution, bringing a metric-driven approach to brand storytelling, positioning, and engagement. Her ethos centers on making sure every idea not only looks good on paper but also performs in the real world, keeping the studio’s work sharp, relevant, and alive.
Kendall
Chief Operating Officer
Keeps the trains on time without killing the vibe. Sharp strategist, natural connector, and a master of making the complicated feel easy.
Meet Kendall
Kendall has more than ten years of experience in creative operations and program management, with a focus on optimizing processes that empower teams and elevate outcomes. She specializes in bridging the gap between vision and execution, designing systems that streamline workflows, enhance collaboration, and enable innovation at scale. Known for her strategic foresight and empathetic leadership, Kendall has built a reputation for problem-solving and creating clarity in complex, fast-moving environments.
At GOODNOTBAD, Kendall is guided by the belief that great work comes from focus, clarity, and trust. She ensures the studio runs smoothly without the red tape or inefficiencies that weigh down traditional agencies. Her role as COO centers on balancing vision with execution, maintaining a disciplined, client-focused operation that is built to last and designed to support both people and ideas.

More than founders, we’re collaborators.

GOODNOTBAD is intentionally lean, but never limited. Beyond our four founders, we draw on a trusted network of senior collaborators — specialists we’ve worked with before and know deliver at the highest level.

That means you get big-agency talent, right-sized for your project — no overhead, no filler, just the people who actually make the work.

Before GOODNOTBAD, our team led work for global consumer brands, spirits companies, startups, tech leaders, and cultural institutions.

Contact Us

GOODNOTBAD is built for ambitious brands and brave ideas. If that’s you, let’s talk.

We respond within 48 hours and approach every conversation with transparency and collaboration.

Let's Talk
Info@goodnotbad.studio
GOODNOTBAD Studio
San Francisco / Oakland / Sacramento / Las Vegas
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