PROJECT NAME
Goodie Living &
Goodie Letter Club
ROLE
Founder & Creative Director
Brand Identity
UX/UI & E-commerce
Product Development
DATE
2023 – PRESENT
Wellness can feel like one more thing to optimize. Goodie Living makes it gentler and more personal, with clean, eco-friendly products and stories about mindful living and thoughtful giving. Brand identity, packaging, UX/UI, e-commerce, content, and product development were all shaped to feel like a pause in a busy day.
Its flagship, Goodie Letter Club, launched in 2026, inspired by the founder's experience making handmade cards for children in the hospital. Each month, members receive a hand-assembled envelope of letters, art prints, and paper goods that turns the mailbox into something to look forward to, with every detail designed, from art direction and print production to the landing page and marketing. GoodieLiving.com/club
Goodie Letter Club, September Edition: The Lightness of Being. A letter on downsizing and letting go, paired with a 19th-century portrait and Dutch floral still life in deep burgundy. https://goodieliving.com/club
Goodie Letter Club, October Edition: The Haunted House Within. A Halloween letter about the rooms we keep closed, featuring Modigliani in rust and autumn tones.
Goodie Letter Club, November Edition: A Seat at the Table. A Thanksgiving letter on hosting and the quiet joy of gathering, featuring Winslow Homer.
Goodie Letter Club, December Edition: Traditions. A holiday letter on the rituals we carry home, featuring Girolamo di Benvenuto’s Portrait of a Young Woman (c. 1508).
Lead Magnet: Mini Sample Kit
A printable lead magnet I designed and wrote for Goodie Letter Club to turn browsers into subscribers by previewing the club’s blend of art history, keepsake paper goods, and slow-living storytelling.
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Social Media for Goodie Mag
