Goodwork

About the project

GoodWork is a marketing operating system built for modern CMOs. The platform combines AI-powered automation with human expertise to help teams launch better campaigns, faster. With tools for real-time segmentation, creative testing, and campaign planning, all integrated directly into marketing workflows—GoodWork enables brands to go from insight to execution with speed and confidence.

The challenge

When GoodWork came to Composite, they needed a bold, modern web presence to match the intelligence and complexity of their product. The challenge was to explain an AI-powered platform—capable of segmentation, focus group testing, and campaign optimization in a way that felt clear, human, and accessible. The brand needed to stand out from generic tech visuals while reinforcing its value: smarter automation without sacrificing strategy.

The Solution

Starting with only a logo and a base brand color, we led the full creative direction—developing a design system that felt both playful and refined. We introduced expressive visuals, vibrant motion, and a modular layout tailored for storytelling.

To communicate how GoodWork works, we used animations and UI mockups to bring abstract product functions to life. Highlights included a hero animation visualizing messy data organizing into clean persona segments, a simulated focus group interface, and intuitive UX flows that walk users from insight to execution.

Built from scratch in Webflow, the site balanced simplicity with impact. Despite being a single-page build, it included responsive design, accessible structure, and HubSpot integration to support lead generation. The result was a polished, flexible foundation delivered on a rapid timeline.