The Good Trouble Group’s founders, Alison LLoydd-Wright and Kayla Johnson, bring a diverse but complementary range of skills to the table. The Good Trouble Group had evolved as a company. Their offer was clearer, their values sharper and their appetite for challenging the status quo stronger than ever. The Good Trouble is many things, but they are certainly not generic or boring. Our challenge was to reflect the personality of the brand and its founders, while also inspiring and reassuring the people ultimately responsible for appointing them.

In building the new website, we found the balance between provocation and reassurance. The tone of voice needed to be bold enough to be clearly heard in a traditionally conservative category, while remaining considered, intelligent and grounded in their ability to deliver. In short, the website needed to do create energy and curiosity, then back it up with substance.

Movement brings Good Trouble’s personality to life, with fluid interactions that feel playful without being distracting. A more disciplined use of colour and white space gives the experience confidence and credibility, while clearer service messaging makes the value of working with Good Trouble immediately understood. The result feels like a reflection of Alison and Kayla: curious, challenging and energetic, but always in control.