PROJECT NAME
Goodie Living &
Goodie Letter Club
ROLE
Founder & Creative Director
Brand Identity
UX/UI & E-commerce
Product Development
DATE
2023 – PRESENT
Founded in 2023, Goodie Living is a lifestyle brand celebrating the art of living well through small, beautiful moments. An early adopter of consumer AI, founder Rebecca Hart used it to build the site and publish hundreds of articles in 2023. The magazine grew out of her years designing article templates and content for brands including The New York Times, Martha Stewart, and Real Simple. Built from the ground up, the project blends editorial storytelling, art, culture, and thoughtful living across brand identity, UX/UI, e-commerce, content, packaging, and product development.
Goodie Letter Club
Launched in 2026, Goodie Letter Club is the brand’s flagship subscription. It was a natural next step for founder Rebecca Hart, who studied fine art at USC and spent her career in magazines: each month, members receive a mini magazine in the mail, curated like a small exhibition, with personal letters, fine art prints, postcards, stickers, and paper goods. The club also taps into Gen Z’s growing interest in analog experiences. Rebecca directs the entire experience, from concept and art direction to print production, packaging, website design, and marketing. GoodieLiving.com/club
Goodie Letter Club, September Edition: The Lightness of Being. A letter on downsizing and letting go, paired with a 19th-century portrait and Dutch floral still life in deep burgundy. https://goodieliving.com/club
Goodie Letter Club, October Edition: The Haunted House Within. A Halloween letter about the rooms we keep closed, featuring Modigliani in rust and autumn tones.
Goodie Letter Club, November Edition: A Seat at the Table. A Thanksgiving letter on hosting and the quiet joy of gathering, featuring Winslow Homer.
Goodie Letter Club, December Edition: Traditions. A holiday letter on the rituals we carry home, featuring Girolamo di Benvenuto’s Portrait of a Young Woman (c. 1508).
Lead Magnet: Mini Sample Kit
A printable lead magnet I designed and wrote for Goodie Letter Club to turn browsers into subscribers by previewing the club’s blend of art history, keepsake paper goods, and slow-living storytelling.
HOLIDAY CAMPAIGN
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