Office for design and direction
Crafted with intent
Office for design and direction
Crafted with intent
Office for design and direction
Crafted with intent
(Questions over assumptions) Change is an opportunity to question what a brand has become — and decide what it should become next. NOTGOOD finds what matters, turns it into clear direction and gives that direction form through strategy and design. Building brands that mean something, look distinct and make sense in the world around them.
(Questions over assumptions) Change is an opportunity to question what a brand has become — and decide what it should become next. NOTGOOD finds what matters, turns it into clear direction and gives that direction form through strategy and design. Building brands that mean something, look distinct and make sense in the world around them.
(Strategy) Strategy starts by defining what sits at the core of the brand: its role, perspective and value. Through research, conversation and critical thinking, we uncover what matters, make deliberate choices and establish a foundation for what comes next.
(Strategy) Strategy starts by defining what sits at the core of the brand: its role, perspective and value. Through research, conversation and critical thinking, we uncover what matters, make deliberate choices and establish a foundation for what comes next.
Research & Insights
Strategic Workshops
Brand Positioning
Cultural Analysis
(Direction) A taste-led practice focused on translating strategy into clear visual worlds and cohesive brand systems. Through image-making, composition, typography and art direction, we shape how a brand is seen, felt and remembered.
(Direction) A taste-led practice focused on translating strategy into clear visual worlds and cohesive brand systems. Through image-making, composition, typography and art direction, we shape how a brand is seen, felt and remembered.
Creative Direction
Visual Systems
Visual Language
Motion direction
(Design) With direction established and foundations in place, design turns intent into form. Across identity, digital and spatial experiences, systems are built to create coherence, character and consistency without becoming predictable.
(Design) With direction established and foundations in place, design turns intent into form. Across identity, digital and spatial experiences, systems are built to create coherence, character and consistency without becoming predictable.
Brand Systems
Digital Systems
Spatial Experiences
Interactive Experiences
Creative Development
NOTGOOD exists to challenge generic thinking across strategy, design and culture. The most enduring work starts with better questions, a deeper understanding of context and the discipline to make deliberate choices. Rather than chasing attention or short-term relevance, the focus is on creating work with clarity, character and enough substance to stay meaningful over time.
NOTGOOD exists to challenge generic thinking across strategy, design and culture. The most enduring work starts with better questions, a deeper understanding of context and the discipline to make deliberate choices. Rather than chasing attention or short-term relevance, the focus is on creating work with clarity, character and enough substance to stay meaningful over time.
Romario Dudok van Heel
Founder & Creative Director
NOTGOOD works with a trusted network of collaborators across strategy, design and culture, building small and focused teams around the specific needs of each project. This way of working keeps the process agile, intentional and closely connected to the work itself, while allowing different perspectives and disciplines to shape the outcome where needed.
NOTGOOD works with a trusted network of collaborators across strategy, design and culture, building small and focused teams around the specific needs of each project. This way of working keeps the process agile, intentional and closely connected to the work itself, while allowing different perspectives and disciplines to shape the outcome where needed.
