Good Kid had started as a creative studio to service Xfinity, a brand of Comcast Corporation that offers consumer cable television, internet, telephone, and wireless services. Specializing in Advertising and Brand Design, they needed a rebrand that would help attract talent and emphasize their curious and playful values.

The wordmark is set in GT Flexa from Grilli Type, which is a flexible, unique grotesk with a ton of personality. The idenity kit features a vibrant palette (a nod to the more subdued brand palette of Xfinity at the time), custom illustrations that lean into their goal of creativity without taking itself too seriously.

The branding is simple and flexible to support a wide range of function within the org such as an internal email system, asset hub, website, presentation templates and of course, swag.