The Good Guys


  • Brand Development
  • Styleguide
  • Strategy

The Challenge

The Good Guys, a major consumer electronics retail chain in Australia, was evolving its brand and moving away from its outdated tagline of “pay less, pay cash.” The challenge was crafting a unified brand voice—something that hadn’t been formalised before the transition. The company required a comprehensive style guide that would solidify its internal and external corporate language, aligning with its new ethos and market positioning.


As Art Director for The Good Guys, I worked with the marketing team to develop a comprehensive styleguide that included a new tone of voice, colour values, typography, and photography standards.

My team then used these guidelines to create a range of printed collateral, including email signatures and corporate PowerPoint and document templates, to help ensure consistency across the organisation and with external partners. This allowed The Good Guys to effectively communicate its brand values and messaging to customers and stakeholders alike.

Project Outcome

Easy Transition

Thanks to our efforts, The Good Guys was able to successfully revamp its brand identity and establish a new image that better reflected its values and mission. The new styleguide and collateral materials created a cohesive brand experience across all touch-points, resulting in increased recognition and awareness among customers and stakeholders.

Amazing Results

Ultimately, this helped to improve the company’s reputation and merger with the JB-HI Group, positioning The Good Guys for long-term success in the Australian retail market.