Bismarck, a Midwestern community known for its close-knit and industrious spirit, is home to Good Kids, a design studio reshaping local and regional branding strategies. During a recent episode of Tellwell The Podcast by Tellwell Story Co., Ashton Hauff, co-founder and strategy director of Good Kids, shared her journey, insights, and vision for the future of creative studios in the Midwest.
The Genesis of Good Kids
Good Kids began as a shared coworking space for local designers. Ashton and her co-founder Ben sought to create a collaborative environment that mirrored the camaraderie and creativity she had experienced in her previous roles. Over time, their vision evolved into a full-fledged branding studio dedicated to crafting meaningful brands.
“Branding, to me, is building a reputation and connection. It’s about setting organizations up for success with a strong foundation of strategy and visuals.” – Ashton Hauff
From modest beginnings in 2019 to becoming one of North Dakota’s most recognized creative studios, Good Kids embodies the essence of small-business entrepreneurship, combining innovation with a deep understanding of their client’s needs.”
Key Lessons for Creative Entrepreneurs
Ashton’s insights offer invaluable lessons for nonprofit leaders, small business owners, and fellow creatives striving to make a mark in their respective industries with some key components:
- Purpose-Driven Collaboration: Good Kids takes a consultative approach to branding. Instead of jumping directly to visual designs, they focus on identifying the root needs and goals of their clients. This alignment ensures the solutions are not just aesthetic but also functional and impactful.
- The Power of a Small Team: Good Kids aims to maintain a team of 10–12, fostering collaboration while delivering top-tier results. This approach ensures every team member feels empowered and contributes meaningfully to the creative process.
- Intentional Client Relationships: Ashton shares the importance of cultivating partnerships built on trust. By involving clients in the process, Good Kids ensures that each project aligns with the client’s mission and values.
Supporting the Creative Ecosystem in the Midwest
Good Kids is not just about branding – it’s about nurturing a thriving creative ecosystem in the Midwest. As Ashton noted, the region’s creative studios are like “iron sharpening iron.” Collaboration and friendly competition drive innovation and elevate the standard of work across the community.
This collaborative spirit aligns with Tellwell’s mission of being the premier creative studio in the Midwest. By fostering relationships with like-minded organizations, both studios contribute to the region’s burgeoning reputation for design excellence.
Steps to Becoming a Great Client
Ashton’s advice for clients seeking creative services underscores the importance of preparation and trust:
- Define Clear Goals: Understand the problems you aim to solve and remain open to creative solutions.
- Establish Roles: Use tools like the DACI model (Driver, Approver, Contributor, Informed) to streamline feedback and decision-making processes.
- Be Responsive: Engage actively during the project to ensure timely and meaningful outcomes.
The Next Chapter for Good Kids
As Good Kids celebrates five years of creativity and impact, Ashton and her team have ambitious plans to expand their regional and national presence while staying true to their core values of collaboration and quality.
“We want to grow but stay small enough to maintain our culture and ensure every voice is heard. It’s about quality over quantity.” – Ashton Hauff
Why Stories Matter
Good Kids and Tellwell Story Co. share a belief in the power of stories. Whether it’s through a logo, a rebrand, or a video, stories shape perceptions, inspire action, and create connections. As Ashton and her team look to the future, one thing is clear: the Midwest’s creative scene is in excellent hands.
If you’re inspired to elevate your organization’s brand or explore new ways to share your story, give us a shout. Together, let’s continue telling the stories that matter.
