Good American exists to challenge societal norms through its fully size-inclusive apparel and all body embracing vision. Renowned for its signature, curve-enhancing denim, Good American expanded into new categories adding on ready-to-wear, swimwear, and shoes. King & Partners was brought on for branding and site design/UX.

The branding was in need of a reinvention to articulate the sophisticated nature of this growing brand.  Our vision was to reflect the modern woman. Dynamic, bold, and confident, we added layers of depth and elegance to the visual identity to make Good American feel softer, yet still confident and strong.

The site was redesigned to streamline all of Good American’s rich offerings, giving customers easy and efficient ways to discover the right products and find the right size and fit easily.