Goodform - Carabiner Partners

Challenge

Goodform required a new brand to better encapsulate their proposition and market position and we worked closely with them to achieve this. After research and consultation into Goodform’s working practices and methods we created the “Always” concept which symbolises their overall approach of continuous adaptation, innovation and improvement.

Solution

Visually, the Always concept is anchored by the Icon, representing a smooth, all-encompassing flow through the Goodform wordmark by connecting the two “o” characters. Verbally, a series of “Always” statements and service introductions weaves the concept through all communication.