Building a Vibrant Brand + Online Presence for Good Wins HR: A Behind-the-Scenes Look
When Dana Goodwin came to us at Unlock Collective, we knew we were in for something special. As the founder of Good Wins HR, Dana brings together strategic HR consulting, leadership coaching, and experiential facilitation to help businesses build strong, human-centered foundations. With her background in the restaurant industry, she has a unique, person-first approach that makes her work feel less like typical HR consulting and more like partnering with someone who genuinely gets it.
Who is Dana Goodwin and What Does Good Wins HR Do?
Dana's work centers on helping small businesses create people foundations that actually work for real humans. Her approach combines strategic HR guidance with experiential facilitation and leadership coaching—which means her clients don't just get policies and procedures, they get practical tools for building teams that thrive.
What makes Dana's work particularly special is how she weaves her love of the Pacific Northwest into her practice. Born and raised in the PNW, Dana incorporates the region's stunning landscapes into her offsites and retreats with clients. There's something about being surrounded by mossy forests and mountain views that creates the perfect environment for meaningful team building and strategic planning.
The Project: Creating a Brand and Website That Brings the Energy
Dana came to Unlock Collective ready to build a brand and website that would capture the vibrant, enjoyable nature of her work. She wanted potential clients to immediately understand that working with Good Wins HR isn't going to feel stuffy or corporate—it's going to feel approachable, energizing, and deeply human.
Her vision was clear: she wanted a brand that balanced the calm, grounding energy of a PNW forest with bright, bold pops of color that reflected her playful approach to serious work. This wasn't going to be your typical HR consultant website with stock photos of people in suits shaking hands. This needed to feel authentic to who Dana is and how she works.
The Design Process: Finding the Perfect Balance
One of the most exciting parts of working with Dana was exploring how to visually represent that balance between calm and energetic. We started by diving deep into what makes her work unique and what she wanted potential clients to feel when they landed on her site.
For the brand identity, we landed on a retro-inspired font with playful variations to create Dana's wordmark logo. This gave us that fun, approachable vibe while still maintaining professionalism. The font choice brought an element of nostalgia and warmth that perfectly complemented Dana's person-first philosophy.
A Color Palette Inspired by Nature’s Vibrancy
The color palette was where things really came together. Dana wanted bright and bold, but she also wanted that connection to the PNW landscapes she loves. So we chose colors that are vibrant yet still found in nature: rich blue like a crisp Pacific Northwest sky, mossy green that echoes the forests Dana incorporates into her retreats, and rosy pink that adds warmth and energy.
This nature-inspired palette allowed us to create designs that feel both calming and invigorating—exactly the experience Dana creates for her clients during workshops and retreats.
Bringing It All Together: Website Design That Reflects the Experience
With the brand foundation established, we moved into website design. Every element needed to work together to communicate that Dana's approach to HR is different—it's collaborative, creative, and centered on building genuine connections.
We made sure the website would give visitors that "behind the scenes" peek into what it's actually like to work with Dana. The design incorporates natural textures and imagery that reference those PNW landscapes, while the bright color palette keeps things feeling fresh and approachable throughout the site.
Why This Project Matters for Small Business HR
What we love about working with clients like Dana is that their work directly supports other small businesses—which is exactly what we're all about at Unlock Collective. Good Wins HR helps small businesses navigate the often overwhelming world of people management, making professional HR guidance accessible to entrepreneurs who might not have the resources for a full HR department.
Dana's brand and website needed to communicate that accessibility while also showcasing her expertise. The final result does exactly that: it's welcoming and fun while clearly demonstrating her depth of knowledge and unique approach.
The Collaborative Creative Process
Working with Dana was a genuinely collaborative experience. She came to the project with a clear vision of what she wanted to feel and accomplish, which gave us the perfect foundation to build on. Throughout the process, we checked in regularly to make sure we were capturing that balance she was looking for—the calm of the forest with the energy of bold color.
This is how we approach all our client projects at Unlock Collective. We're not here to impose our vision on your business; we're here to take your ideas, your personality, and your goals and translate them into a visual identity and digital presence that truly represents you.
The Result: A Brand That Stands Out in the HR Space
The final brand and website for Good Wins HR accomplishes exactly what Dana set out to do: it stands out in a crowded field of HR consultants by being unapologetically vibrant, approachable, and authentic. Potential clients visiting her site immediately understand that working with Dana will be different from typical HR consulting experiences.
The retro-inspired wordmark, nature-inspired color palette, and thoughtful web design all work together to communicate Dana's unique approach before a potential client even reads a word of copy. That's the power of strategic brand design—it tells your story visually and creates an immediate emotional connection.
What We Learned: Branding for Service-Based Businesses
This project reinforced something we believe deeply at Unlock Collective: your brand should reflect not just what you do, but how you do it and why it matters. For service-based businesses like Good Wins HR, your brand is often the first impression potential clients have of what it will be like to work with you.
Dana's willingness to embrace bold design choices and trust the creative process resulted in a brand that genuinely represents her approach to HR consulting. She didn't try to look like everyone else in her industry—she leaned into what makes her different, and that's what makes her memorable.
Ready to Create a Brand That Reflects Your Unique Approach?
If you're a small business owner or entrepreneur who wants a brand and website that truly captures what makes your work special, we'd love to hear from you. At Unlock Collective, we specialize in working with purpose-driven businesses to create visual identities that stand out by being authentically you.
Whether you're an HR consultant like Dana, a wellness practitioner, a creative entrepreneur, or any other type of service provider, we'll work collaboratively with you to develop a brand that connects with your ideal clients and represents your unique approach to your work.
Ready to get started? Schedule a call with us and let's create something uniquely, boldly you.
