When Sioux Falls entrepreneur Lucy Palmer approached Elle Sherman to start a business together, she knew she’d be in good company.
Palmer had been running a social media management and web design business and kept running into issues with needing assets for projects.
“I had been wanting to expand more into my web design offering, but I kept running into working with clients who didn’t have branding and/or no professional photography,” said Palmer.
“And to build a great looking website those are two non-negotiables, so I wanted to partner up with someone who could offer those services and just create an all in-house offering.”
Sherman was a fellow entrepreneur who was a graphic designer by trade and also ran a photography business. Palmer had her take family photos a handful of times, and she automatically came to mind as a potential partner.
The pair met up at Perch on a random Friday for Palmer’s proposal.
“I approached Elle with my business idea of creating a design studio—her spearheading the creative side, and me running the business and web aspect of running a company,” she said.
As the business concept was laid out, Sherman says she saw the puzzle pieces come together as her Type B personality didn’t enjoy the business side of things.
“I’m very much a creative to my core,” she said. “And after that meeting, the rest was history! We teamed up and complemented each other so well.”
Palmer describes the two as the perfect yin and yang.
“It has been so much fun to have a partner to work with and bounce ideas off of,” she said. “Elle is the super creative dreamer, and I get to put the plan together and execute. It really plays into both of our individual strengths.”
The partnership melded into what is now Good Co—a creative design and branding agency. Good Co’s mission is to work alongside business owners who care deeply about what they do and want their brand to reflect that.
“We’re here to make the process feel exciting, approachable, and worth it,” said Palmer. “Good Co was born from the idea of providing large agency talent without the pretension or price tag.”
“I am the classic creative brain and am sometimes so chaotic.”elle sherman
The company launched just last year and offers branding, web design, brand photography, and ongoing content creation. They create everything from full brand identities and custom websites to quarterly content shoots and social media visuals.
“Our goal is to give businesses the tools to show up confidently and consistently,” said Sherman. “We don’t believe in one-size-fits-all; every package is built around where a business is now and where it’s headed.”
The pair recently worked with B|Well Company to streamline their website across their multiple locations and multiple business branches.
Good Co also just released an in-house project—The Content Kit—which offers clients a photoshoot and three months of social media posts.
“Watching a brand evolve in real time is incredibly rewarding.”
lucy palmer
THE CONTENT KIT
Check out The Content Kit—a newly-launched, done-for-you content solution for business owners “who want to show up online without it taking over their lives.” The Content Kit pairs a custom photoshoot with three months of ready-to-post social content, all built around the client’s brand, their voice, and what they’re trying to grow. It’s made for businesses who know they need to be more visible online, but don’t have the time, team, or creative energy to keep up.
“This will be great for businesses who are looking to have quality content to share online but don’t have the time or expertise to do it themselves,” said Palmer.
Sherman says the most important thing to the team is to fully align with the client and work the process intentionally.
“I value taking the time upfront to really understand the person or business behind the project—what they’re building, who they’re trying to reach, and how they want to feel showing up in the world,” she said. “When that foundation is clear everything else flows more naturally, and the end result feels honest, not forced.”
Secondly, they value collaboration and trust. The pair says the best work happens when clients feel heard and are comfortable being part of the process, while also trusting them to guide the creative direction.
Lastly, Sherman says it’s important to also create work that’s both beautiful and functional.
“We want the end result to not only look good, but to truly work for the client—whether that means helping them show up more confidently, tell their story more clearly, or grow their business in a meaningful way,” she said.
With just a few months under their (creative) belts, the yin and yang of agencies have found a flow together.
“Working with Elle is seriously just the best,” said Palmer. “She is so creative, and I love her style and ideas. I think we both are very low maintenance, chill personalities that really work well together.”
“Lucy keeps me in line and on time,” said Sherman. “I am just so grateful she thought I was cool enough to be her partner, and feel so lucky at how well our personalities and businesses meshed together—feels like we didn’t skip a beat!”
“I think we are filling a gap in the market with modern day marketing needs, and i’m excited to see who walks through our door next.”
elle sherman
See Good Co’s Brand in Action
INSTAGRAM: @goodco.sd
FOR MORE INFORMATION, VISIT GOODCO-SD.COM+
