Branding a force for social good.


Challenging the status quo. 

Tides is a powerful ally for social change that believes a quality education, access to healthcare, a clean environment and being treated equally are basic human rights. They team up with like-minded philanthropists, advocates, nonprofit leaders, corporations and entrepreneurs who want to invest their money and scale ideas to drive social impact.

Tides had just completed their organizational strategy and needed a new brand strategy to support it. Their communications had become fragmented over time and each department didn’t fully understand how their work laddered up to support the vision and future goals.

We dug deep, getting to know the ins and outs of the organization, their board of directors, customers, stakeholders and competition. Working side-by-side with their leadership team, we created a brand strategy that gave clarity to their communications and connected meaningfully with all of their audiences, especially the new people they needed to reach.


Logo/Identity Design
Digital & Print Design
Strategy & Positioning
Brand Guidelines
Art Direction
Content Strategy
Office Branding
Writing Workshops
Board Training
Launch Planning

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Good Stuff Partners, a San Francisco based design agency, created new brand identity for human rights organization Tides.

An identity with energy & momentum. 

The concept behind the Tides logo demonstrates what being 'a force for social good’ really means. We used the all so familiar domino affect as inspiration because it's was a simple way to illustrate the complexities of building and amplifying social movements that start small and gain momentum and scale. This new icon not only compliments the Tides name but reinforces their new tagline, Daring Change™, because it positions them as being first on tough issues.

Creating an overview of Tides in one easy-to-get brochure.


Photos by Ciro Coelho


A snapshot of the Tides Brand Book, a cohesive guideline to help keep all communications on track. 

Tides Foundation brand identity logo social media campaign design by Good Stuff Partners a branding & design agency in San Francisco.
Good Stuff's ability to interpret our new organizational strategy and build a brand that communicates powerfully and simply what we do and how we’re different is why this project has been such a huge success. It’s been a pleasure and a great learning experience. Their talent, insights and overall rock star skills were exactly what Tides needed. I love working with the best talent – and that’s Good Stuff. 
Nancy McKenney, Marin Humane CEO



Tides CEO

You’ve been integral and essential members of the team that got us to our brand launch. You helped coax out and creatively present what we wanted to say about Tides and how to visualize it. I am thrilled with the results.

Tides VP Strategic Partnerships
& Communications

You’ve done such fabulous work with us and we are so grateful for your smarts and creativity, as well as your commitment to pushing us to do this right. All the battles were truly worth it. This new brand is really resonating with people and feels so fresh and relevant. 

Senior Communications


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