Good Word Agency, 300 E South St. #105, Arlington, TX (2026)

03/26/2026

Social Strategy & Content going live for our much deserved brand partner Siemens. Congrats on being awarded the World Most Innovative Companies.

Big thanks to ThynkFuel and Dr. Alexa D'Agostino, for bringing us into this project. Its been great working with Raya Fink, and Ami Patel on this project.

03/10/2026

Spent some time recently working with the team at Relay Graduate School of Education.

If you’ve never heard of them, they’re doing something pretty simple and pretty important, helping train teachers who are shaping the next generation of kids across the country.

When you step back and think about that for a minute, it’s a pretty big deal.

We had the chance to capture some of their story on video. Sharing a few frames here from the shoot. More coming soon.

One thing we’ve really fallen in love with at Good Word is making video that actually lives where people spend their time, social.

If you’re running a brand or leading a company and you’re not thinking about video for social yet, this is probably the year to start. People are watching more than ever.

Grateful for the work and the people doing it.

More to come.

03/02/2026

I’ve been thinking a lot about talent lately.

When you mostly work with contractors and senior creatives (not a giant in-house team), you realize something fast:

The talent is the brand.

I used to think leadership meant having the best idea in the room.

Now I think it means finding people who are better than you and getting out of their way.

If I’m the best designer on the project, I hired wrong.
If I’m the sharpest strategist in the room, I hired wrong.
If I’m the most experienced creative at the table, I hired wrong.

There’s a time for mentorship. I love that part.
But there’s also a time to bring in someone who has done it 23 times and doesn’t need you hovering over their shoulder.

What I’m learning as a CEO:

– Learn what feeds your creatives.
– Curate projects that actually light them up.
– Pay them as much as you can.
– Don’t micromanage them to death.

If you trust them enough to hire them, trust them enough to lead.

My role is shifting.

Less tweaking.
More vision.
More encouragement.
More resourcing.
More protecting the soul of the work.

We’re bringing on two new part-time roles at Good Word this year, and honestly the biggest win isn’t capacity — it’s margin.

Margin to build deeper relationships.
Margin to think.
Margin to let senior creatives actually do what they’re great at.

Branding isn’t magic.
It’s experience.
It’s taste.
It’s conviction.

And none of that comes from control.

Still figuring this out in real time.

But I know this much — the best work of my career won’t come from me doing everything.

It’ll come from building a room full of people who are better than me in their lane.

That’s the goal.

02/25/2026

Five Questions You Must Ask When Rebranding a Business

On a big rebrand we’re leading right now at Good Word Agency, our senior designer on this project Kevin Craft asked the client five simple questions.

If you’re in branding,or building your own company, and you can’t confidently answer these, go back and ask. It will help.

1. What’s the story behind your business?
Where did the name come from? Why this service?
This question pulls out purpose, origin, and emotional equity, the raw material of brand narrative.

2. What makes you the only option in your industry?
Not better. Not cheaper. Only.
This forces a true differentiator and exposes where positioning either exists… or needs work.

3. Who are your top three competitors?
Local or aspirational.
This isn’t about comparison for insecurity, it’s about context, whitespace, and understanding the game you’re stepping into.

4. What brands inspire you?
Inside or outside your industry.
Often the answers reveal tone, aesthetic direction, and experience expectations more clearly than a moodboard ever could.

5. What five keywords describe your brand?
The first two questions usually unlock a lot, but this one distills intention.
If the words are unclear or inconsistent, the brand will be too.

These questions sound simple.
But when answered honestly, they shape messaging, design, voice, and strategy in ways that save months of wandering.

If you’re rebranding, or thinking about it, start here.

02/16/2026

We’re on set today with Sykes Agency.

Four quarters in.

Here’s how we dictated growth through video:

Q1 – Brand Awareness
Establish the name. Define the voice. Build recognition.

Q2 – Education
Break down insurance in human language. Build trust through clarity.

Q3 – Call to Action
Move from “they’re great” to “let’s work together.”

Q4 – Nurture
Stay present. Reinforce belief. Deepen loyalty.

Four quarters later, the brand is stronger, the audience is warmer, and the message is sharper.

This is what long-term creative partnership looks like.

Let’s make belief.

01/21/2026

This week, we had the honor of filming a new series called "Cooking with the Master Chef's of America in Monterey, California.

We captured a small, intentional production featuring eight Master Chefs of America creating original dishes alongside Rancho Cielo, a program giving students real culinary skills and a real second chance. For many of these kids, this is their last opportunity before incarceration, and watching them build confidence through food was incredible to capture.

This event was also held in honor of Chef Bert Cutino and his scholarship legacy.

This is exactly the kind of work we love at Good Word Agency.

Chef Chad Burnett CEC, MWMCS — Foie Gras Mousse & Satsuma Marmalade on Brioche / Pan-Seared Shrimp Provençal, Baby Spinach & Chardonnay Butter

Chef Robert Hale CC, MWMCS — Salmon Tartare, Chili Crunch & Teriyaki Syrup in Crispy Wonton

Chef Kubilay Onder MWMCS — Seabass Crudo with Meyer Lemon & Olive Oil / Cornmeal-Fried Anchovy, Black Garlic Aioli & Lentil Lavash

Chef Patrick Mitchell CEC, AAC, FWMCS, TCAHOF, HGT — Pork Belly Mosaic / Parsnip Potato Puree, Apple Arugula Salad, Apple Gastric Demi-Glace

Chef Morris Salerno HAAC, FWMCS, TCAHOF — Rosewood Wagyu Spinalis / Flakey Pastry Encased, Mushroom Veal Farce, Butternut Squash Risotto / Asparagus Goat Cheese Custard, Luxardo Cherry Sauce, Carrot Ginger Jam

Chef Dean Sprague CEC, MWMCS — Cannery Row Salad / Sardines, Shredded Kale, Local Blue Cheese, Olive Oil, Cabernet Reduction / Pear Crisp, Marigold Florets

Chef Mark Schneider CEC, AAC, MWMCS — White Chocolate Pot de Crème with Raspberry Coulis / Peppermint Walnut Biscotti, Marshmallow Buttercream / Pink Champagne Granita, Orange Gelées

Chef Rick Neal CEC, AAC, MWMCS — Dessert Collaboration

A few frames from the week below.

11/17/2025

On set again with the Sykes Agency crew, and this one’s special.

We’ve been crafting a new social campaign with their team, not just for them.
Scripts written around real Sykes employees. Real voices. Real personalities.
Because when the people behind the brand step into the story, the work hits different.

Go follow and see the kind of brand building that happens when a team shows up with conviction, collaboration, and a whole lot of heart.

More to come. And it’s good.

11/11/2025

We are back for more with Sykes Agency.

Our third production with Sykes Agency reminded us what happens when a whole team shows up. Not just the CEO. Not just the social manager. Everyone.

Marketing isn’t just a department its a culture and these guys get it . Every team member collaborates, cross-posts, and contributes, and that makes all the difference.

This round, we wrote scripts tailored to each personality, letting the real players bring their own energy and voice to the story. Watching them deliver on camera was pure gold.

We love working with teams that dig deep, believe in what they do, and aren’t afraid to have a little fun doing it.

Here are a few stills from the project, proof that when everyone’s in, people start watching.

11/10/2025

For Brad, servant leadership isn’t a slogan, it’s a way of life.

He started his journey with Chick-fil-A back in 1999 and opened his own restaurant in 2009. Sixteen years later, he still leads with the same heart he began with: to serve people well and to do it genuinely.

For Brad, leadership is about more than saying “my pleasure.” It’s about meaning it, caring deeply, serving authentically, and building a place where both team members and guests feel valued.

Because true servant leadership starts with the heart. And that’s what It’s Our Pleasure is all about.

11/06/2025

Behind every great team is an HR leader who keeps it all moving forward.

We loved bringing this story to life for Forsure, a brand helping HR professionals do what they do best.

Because when HR runs smoothly, everyone benefits.

11/02/2025

For Maribel, “my pleasure” comes down to one word; loyalty.
She’s been part of the Chick-fil-A family for five years, and every day she shows that loyalty through how she treats others; with care, consistency, and a heart that goes the second mile.

To her, it’s simple: treat every guest like family. Because true service isn’t about doing more, it’s about being present, genuine, and loyal to the people you serve.

That’s what It’s Our Pleasure is all about; simple acts of service that leave a lasting impact.

10/26/2025

For Liz, “my pleasure” means making people feel known.

She doesn’t just take an order, she remembers names, families, favorite meals, and the little details that turn guests into friends. When someone walks in, she greets them like she’s been waiting for them all day.

To Liz, it’s never just about food. It’s about connection, asking how the kids are doing, remembering someone’s order, and making every guest feel seen and valued.

That’s what It’s Our Pleasure is all about, serving people, not just customers.

Good Word Agency

03/26/2026

03/10/2026

03/02/2026

02/25/2026

02/16/2026

01/21/2026

11/17/2025

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10/26/2025

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