Daniel Goodman

Design Director


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.

Work Experience

  • Freelance Designer

    Jun, 2018Current

    • ECHO

      Design Director|Jun, 2017May, 2018

      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.

      • Drink Works

        Senior Designer|Jul, 2016Jun, 2017

        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.

        • The FLOW Project

          Social Innovation & Design|Aug, 2014Aug, 2016

          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.

          • Dan Good Design

            Creative Director|Jan, 2008Jun, 2016

            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.

            • FUEL Design

              Designer|Feb, 2007Jan, 2008

              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.


              • Cape Peninsula University of Technology

                National Deploma - Graphic Design|20042006

                I graduated cum laude and top of my class in Graphic Design at Cape Peninsula University of Technology in 2006


                • Graphic Design
                • Branding & Identity
                • Packaging Design
                • Art Direction
                • Layout
                • Typography
                • Logo Design
                • Web Design
                • UI/UX