Projects
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Local Host Daily
Film/Installation
2023
Goodfellow Grooming [WIP]
Andrew Grant - Creative Strategy / Social Strategy
Andrew Grant - Creative Strategy / Social Strategy
Print, Web, Digital, Spark AR
[Fall 2020]
[Fall 2020]
Write-Up
With Goodfellow Grooming, we saw an opportunity for Target to move an impressive subsidiary brand into a space that’s virtually empty: affordable, contemporary, men’s grooming. Our goal here was to create an identity for this Goodfellow, spin-off, brand which would target Gen-Z. In time, we hope that this brand would be able to open brick-and-mortar locations but for now, in today’s current e-commerce climate where smaller entities are able to release quality goods at cost-effective price points, Goodfellow Grooming would be most effective online.
Creatively, we wanted a clean, relaxed style of photography and design that hinged itself on simplicity. We wanted to put the guys of Gen-Z into a different, more natural, light that showed the softer side of masculinity while shedding the drama, bravado, and hyper-masculinity typically found in this vertical. We wanted everything to feel timeless but also appealing to the kids of Gen-Z. The pairing of two serifs in the logo is goes to show the personality of this brand which can best be described as an off-kilter, modern classic.
Digital Banners
![](https://freight.cargo.site/t/original/i/8ffd85e0ee0e4916cd105b33226e2559723d71ccc29e65591cc4ebc5845461e4/Goodfellow---CO-34.png)
![](https://freight.cargo.site/t/original/i/1d3a90c2bc6c4bdd00335abce51bf8af3b7740663e4ca8dc39e956b2840b28d5/Goodfellow---CO-33.png)
![](https://freight.cargo.site/t/original/i/e4ee53732b5bbbbe807be308cfaf0778a16a6cf1f2c896feddd3c443c9ec17d0/Goodfellow---CO-32.png)
![](https://freight.cargo.site/t/original/i/ad9da1ba0d02b7897dbcfeb7e6abe08b32533c99d5d97f133ab45b972310d92e/Goodfellow---CO-27.png)
![](https://freight.cargo.site/t/original/i/8947c40827b3d823fffd915d99dae09f60fbdebbc18878645816acf5719422e0/Goodfellow---CO-25.png)
![](https://freight.cargo.site/t/original/i/aaed1af6b6f8aeea5f2004726d590f6b61a3fe1349f42acc5b83de7bdc80d368/Goodfellow---CO-26.png)
![](https://freight.cargo.site/t/original/i/b2fe47bd1ca538cf6dbd1cc3c1a2ed534c2a160d1b9301a69c26532378877ba6/Goodfellow---CO-23.png)
![](https://freight.cargo.site/t/original/i/eaa881818c34d2ec295815ca36eb1a8875cf04dadde4f6223d5d543d8c3a7c17/Goodfellow---CO-24.png)
![](https://freight.cargo.site/t/original/i/cbaf395dc503f9ac0df77db62ad6fbcb61cd4dfef281334c419d8bddd398d294/Goodfellow---CO-46.png)
![](https://freight.cargo.site/t/original/i/37f8ce11431723d3edddee8c490f7c81455544ee3373b8afc55d9d9cbac18404/Goodfellow---CO-39.png)
![](https://freight.cargo.site/t/original/i/969a890df86e463d2bf24a8ec1f56ec67624d1dbd5370d302b7975047686550e/Goodfellow---CO-43.png)
![](https://freight.cargo.site/t/original/i/69d038bfa611f2a45f8f2ab881a077f22e5b9507a6cb66f2de488e7ac864efe6/Goodfellow---CO-31.png)
![](https://freight.cargo.site/t/original/i/5e593ef4eff35b4a631ab5a267829e9f47e53cd510a46bf93e317fbfd6983b3c/Goodfellow---CO-17.png)
![](https://freight.cargo.site/t/original/i/7aa6d0d534c9f983a00b09c7b9dec0c8bb23e5fb29fd4f3cd9dfabea493a6576/Goodfellow---CO-18.png)
![](https://freight.cargo.site/t/original/i/c0d44416bdffcfc7344fb9c15a6ba8e2dfb0e99ade01099f49783013fbf2549f/Goodfellow---CO-38.png)
![](https://freight.cargo.site/t/original/i/b01d871f14d309454293e44d7eab6b0b0bc075f1066243fb11a0f94d91de979c/Goodfellow---CO-44.png)
![](https://freight.cargo.site/t/original/i/3ee975caad4585dc81397670dfc735f9ceb03904e69c6c770bd1adfdb57207bd/Goodfellow---CO-50.png)
![](https://freight.cargo.site/t/original/i/14e2440aaf0f318a8717e113ced3257cacac3c4627948218d04762425a064885/Goodfellow---CO-53.png)
![](https://freight.cargo.site/t/original/i/f0bfd00ff5d39ff6830d8a5776f4f60a4b40d9e7fbe2f631167fb131148c0fe4/Goodfellow---CO-54.png)
![](https://freight.cargo.site/t/original/i/071f0369f2e3bf5f0f8f29735e293d482aef2ac98f1f7f62b868cc727f531ec1/Goodfellow---CO-52.png)
![](https://freight.cargo.site/t/original/i/68b449028261fd1f4d642c0fee73cd746e933a010d2e9d8a49e7ef346a78abd6/Goodfellow---CO-15.png)
![](https://freight.cargo.site/t/original/i/52a1dd7499fe017ee997f4829547960246d8ebab606e96fc1b8b482f292f4eab/Goodfellow---CO-48.png)
![](https://freight.cargo.site/t/original/i/63b7570f6bb772b5c423c9067d7c1d3b806731cf80eb8d9f2812c8e6b5bc89d2/Goodfellow---CO-51.png)
![](https://freight.cargo.site/t/original/i/c72ca359eb7f367a7be2e05b5632823af5e2db4569b4a23eb03062a91cec59c3/Goodfellow---CO-47.png)
![](https://freight.cargo.site/t/original/i/4e2322d2514339df516a98b6c0b262dd1a03a6e7c34795945a939705b8df7936/Goodfellow---CO-41.png)
Video
Webpage
![](https://freight.cargo.site/t/original/i/a68b0ffbb3b2368776545f531c46e2994bc2c3876fa6a17915cc3327c272a8b5/goodfellow-work-04.png)
![](https://freight.cargo.site/t/original/i/80bef8dbcab2de83d440885e58cd7b4bd778d279cc0488a14c8c42ba387e1dff/goodfellow-work-05.png)
![](https://freight.cargo.site/t/original/i/078edaebed7f3543f86ccfdb5b44ce412350a188cbb7992451412360decd7f0f/goodfellow-work-06.png)
![](https://freight.cargo.site/t/original/i/5175c05f4b7d63083c5b2e5b610ef2cdf1674626af4e2ac3c91ec18fd6206031/goodfellow-work-08.png)
Notes
![](https://freight.cargo.site/t/original/i/bb1cefa100531dc7127c02dbdd1008e2d4134994595025d2cb4358d9040b0013/GOODFELLOW-ID-01.png)
![](https://freight.cargo.site/t/original/i/29bc92382f59d804f0b71678c765c0b1fab4caf727efa9a9669034fe580f10b9/GOODFELLOW-ID-02.png)
![](https://freight.cargo.site/t/original/i/21a974b1906a7aeb2b106d414d4d1ab7c248faf115718eaca68c32faa78e2483/GOODFELLOW-ID-03.png)
![](https://freight.cargo.site/t/original/i/486484bf3cc87039f9e754ccaf395b822d363b7a4c465c57f3d1cf20d68700d5/GOODFELLOW-ID-04.png)
![](https://freight.cargo.site/t/original/i/4ae283d47dd507eaebf7d18a3806f4d5367efeef65d71dc7d236bbc907e6e3ad/GOODFELLOW-ID-05.png)