I’m Daniel Goodman, an award-winning freelance designer based in London with a focus on branding and packaging. My 12-year career has been anything but typical; graduating top of my class in 2006, running my own studio – Dan Good Design for 8 years and then hungry for a new challenge, moved to London in 2016. Recent highlights include developing Michelin's Global Packaging Guidelines and re-designing Georgia’s national beer. I’m passionate and driven, have a penchant for bold ideas, a somewhat OCD-like focus on the details and the experience to deliver results through to completion.
As Design Director at ECHO in London, I led a number of key projects, including the creation of Michelin's Global Packaging Guidelines, category-defining pack designs for LVMH spirits, and a new line of paints for Craig & Rose.
After moving to London, I worked as a Senior Graphic Designer at Drink Works. I helped develop brand strategy, branding and packaging design for major players in the beverage industry including SAB Miller, Accolade Wines and Coca-Cola.
Two years; two different regions with remarkably similar challenges; 28 out-of-work youth; some deeply rural, some from bustling small towns; an unlikely collaboration of academics, local municipality, development practitioners, and innovators; one great big out-the-box project that pushed the boundaries of development work. I played a key role in developing and implementing the project and was integral to the roll-out and design of the two community currencies.
In 2008 I set up Dan Good Design, a small studio working with a wide range of clients, from non-profits to startups and what would become some of South Africa's top craft beer brands. Throughout this time I established myself as a multidisciplinary designer, being able to work from the ground up, from naming, strategy and branding creation through to packaging, web and app design.
I worked as part of a small team at FUEL Design, specializing in print and web design, developing brand identities and collateral, packaging and below the line advertising.
I graduated cum laude and top of my class in Graphic Design at Cape Peninsula University of Technology in 2006