When UK-based Percent set out to redefine how brands and non-profits collaborate, they knew they needed a new name to match their vision. They also needed to overcome several thorny trademark and brand perception issues with their original name.
The co-founders wanted a new name that encapsulated their mission: to empower brands and consumers to support meaningful causes effortlessly. The new name also needed to feel modern, versatile and aligned with their ambition to build something better.
Working closely with the passionate team over the course of several weeks, we uncovered the essence of their brand.
The name Goodstack emerged after an in-depth exploration from the idea of “stacking” layers of positive impact through an innovative technology stack. It’s simple, memorable, and brimming with potential.
Shortly after renaming and rebranding, Goodstack announced $28 million in Series A funding from General Catalyst — a huge step toward scaling their platform and amplifying their mission.
With this new name, fresh funding, and an inspiring vision, the possibilities for Goodstack are endless. They’re building a future where doing good is easy, impactful, and part of every brand’s DNA.