Good Trade Productions
Sectors: Film
Services: Brand Identity Refinement, Logo and Mascot Edits, Custom Squarespace Website Design, Advanced Development Using Custom Code, Copyediting and Messaging, Acuity Booking Setup and Integration.
The Challenge
Good Trade Productions came into this project with an existing website and a strong visual mascot, Henrietta. But beyond the mascot, they didn’t have a full brand identity — and their site didn’t reflect the level of work they were producing or the space they were carving out in the industry.
They needed a website that could stand alongside major production companies while still staying true to their Indigenous identity and community roots.
What We Did
We approached this as a brand refinement and website redesign project. The goal was to keep the personality and story that made them unique, while elevating their digital presence to compete with other high-end production companies.
Here’s what we focused on:
Refined their visual identity with a modified logo, new type system, and a cleaned-up version of Henrietta the mascot
Designed a sleek, black-and-white website that feels sharp and contemporary, while keeping brand elements like orange highlights and original photography to ground it in their voice
Built the site on Squarespace but pushed far beyond the template using advanced custom code
Integrated 14 unique font styles, multiple custom animations and hover states
Streamlined copy across the site to feel bold and efficient without losing warmth
Created a booking page using Acuity so clients can purchase and schedule consults directly through the site
The final site is intuitive to navigate and filled with subtle design details that set it apart. It balances polish and personality, offering a smooth user experience that doesn’t sacrifice the brand’s originality.
Before
After
The Outcome
Good Trade now has a site that honors their creative vision while elevating their presence in the industry. It’s professional, expressive, and uniquely theirs — a strong platform that helps them showcase their work and meet the moment as they continue to grow.
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In Short
A full-scale brand and web redesign that transformed an underpowered site into a visually rich, high-performance home for a standout Indigenous-owned production company.