Formed by strategist Danielle LaRoy and designer Jessica Strelioff, San Francisco–based design studio Goodside brings out the heart and soul of the brands it works with. “Whether we’re working with a B2B SaaS company or a direct-to-consumer brand, we spend a lot of time thinking about the real people that will experience it,” Strelioff and LaRoy say. “We try to put ourselves in their shoes, asking what kind of a brand they’d want walking alongside them.” The two met while working at an agency in San Francisco after coming from startup backgrounds—LaRoy having been at Dropbox and Strelioff at Asana—which they bonded over while working on client projects. “In the early days, we’d talk about starting our own studio someday to solve some challenges we observed on both sides of the client-agency relationship,” they say. “Over time, those lighthearted musings turned into real plans for what we now call Goodside.” LaRoy and Strelioff find themselves galvanized by the work of prominent women-led studios and social justice movements to focus on creating work they really care about. “We both believe that what we create is a choice,” they say. “So, what we choose to make and who we choose to make it for is a reflection of who we are. For us, it’s about working with people who care about other people, about the planet, about their product and their impact on the world, and that can take place in any industry.”