goodness knows seattle

THE CHALLENGE
To launch Goodness Knows snack bars in Seattle, the brand needed to feel relevant in a market with a high bar for both taste and better-for-you choices.

THE IDEA
Built around the encouraging message Good for you!, the campaign celebrated small everyday moments of betterment. Seattle-specific creative and messaging gave the national brand a voice rooted in the city’s culture, attitude, and appetite for thoughtful choices—while a flexible system made the approach easy to adapt for future markets.

MY ROLE
As Art Director, I helped shape the campaign’s visual expression and local-market creative—bringing the platform to life across launch touchpoints with an eye toward consistency, relevance, and scalability.

THE IMPACT
The work created a highly targeted Seattle launch that felt distinctly local without losing the strength of the national brand—a model designed to travel as Goodness Knows expanded into new markets.