Brand Session | Goodfare

Liz is the artist & founder behind Goodfare, a creative studio offering holistic design for ethical brands. A close friend, her eager energy was familiar as we sat sipping iced herbal teas by the window at a Lansing coffee shop. As she shared about her goals and why she gravitates toward design as a language, I began to sense the pattern that had been eluding her: it all had to do with being out in the actual world. Soaking up inspiration from living.

With its texture and lived-in energy, Detroit was our location. We planned a day where she’d visit New Order Coffee & wander down Woodward, stopping to sketch on the marble steps of the Art Institute. Photography that bottles the unique essence of your brand calls for outside-the-box thinking. Strategy. For Liz, it meant creating an elevated interpretation of an authentic day in her life. Your brand isn’t like everyone else’s. Your imagery shouldn’t be either.

“When I began Goodfare, I was so concentrated on client work to pay the bills I wasn’t investing in my brand. This shoot with Christina finally gave it presence. Validity. Something very solid, and it became the catalyst to fleshing out the rest of my business! In our visual culture, photos are the storyteller. Christina’s dedication to telling my story through the DREAMIEST photos while being so relaxed made the entire process fun and addictive. You’ll be drooling over what she creates with you, seriously.”