Common Good
Rebranding an Agency to Better Communicate
LRXD has always been a purpose-driven agency. For 55 years, it’s been known as the original health and happiness agency. It was time for a redesign to better communicate its area of expertise — uniting people around brands that believe in the betterment of people, their communities and the planet. The change needed to be conveyed in every communication.
The Health & Happiness Agency
LRXD rebranded as Common Good. The agency’s mission has always been to help people live bigger, better more joyful lives, and an amalgamation of letters did not communicate that. So we changed it. Additionally, we guided the redesign of the agency’s visual brand identity to provide even more clues into signaling its beliefs about helping brands spread good.
A Handsome Book of Purpose & Values
With this major evolution, it was prime time to get the staff aligned around a unified vision — one contained in a handbook we could share. Printing it as a tangible book gave the values the weight they deserved.
The Results
Along with finally telegraphing the agency’s intent to work with ambitious brands that do good in the world, the new logo took home top honors in 2022’s Communication Arts Design Annual and the full identity reset was honored by 365: AIGA Year in Design.
