GreaterGood South Africa

Greater than: a fresh new look for good
Tuesday, October 6th 2009

On the eve of our 5th birthday, GreaterGood is getting a new look. And it is going to be ‘greater than’ what has come before, helping us to achieve our ambitious aim of powering social change in South Africa and beyond.

Earlier in the year, leading brand expert Mike Freedman of Freed Thinkers led workshops and meetings, pro bono, to help us redevelop the GreaterGood group of brands.

New structure

This process culminated in a formal organisational restructuring in February 2009. With a staff of 28, new premises in both Cape Town and Johannesburg and growing demand for our services and campaigns, we needed to organise management and oversight to ensure that the entities within the broader GreaterGood South Africa group are aligned and focused on our overall mission.

The core business entities in the GreaterGood group are:

• The GreaterGood South Africa Trust, lead by Sophie Hobbs
• GreaterCapital Research (incorporating SASIX), lead by Dean Hand
• GreaterCapital Consulting (incorporating CSI Services), lead by Louise Driver

The added capacity of Penny Melck as Director of Group Finance and Administration assists in enhancing the accountability and governance functions of the organisation while Carol Tappenden continues to lead a key part in the Trust’s sustainability programme, fulfilling the role of Managing Director of CSR Systems and working closely with our Executive Trustee, Tamzin Ractliffe to realise the potential of our global activities.

New look

The greater than symbol (>) is the primary element of the new brand identity. This active, positive and meaningful symbol will be associated with the GreaterGood group and its various entities, campaigns and initiatives.

We hope that the positive associations of this symbol will help people recognised the ‘greater good’ in all that we do.

What does this mean for you?

The GreaterGood group will maintain the same high standards of service excellence and accountability to investors that it has become known for. Our services to causes, donors, funders, individuals, corporates and other stakeholders will continue at this level. And we will work – as we have for the last 5 years – to expand our reach, activity and client base using our fresh new look as a rallying point.

You will notice that all instances of our logo will not change immediately – this is because, as a not for profit business, we are mindful of the costs associated with reprinting and will manage this process slowly.

Exciting development

The refreshed brand and new structure represents an exciting development in the evolution of GreaterGood, from its humble beginnings in the garage of its founder to a well-regarded national organisation with a growing global presence and a respected contribution to international thinking in the fields of both social investment and philanthropy.

As Founder and Executive Trustee, Tamzin Ractliffe says: “I do believe that despite the economic downturn, the coming year will be a busy one for GreaterGood. With new levels of consciousness emerging across the globe, it is an exciting time to be involved in development; particularly in a committed approach to implementing and facilitating social change.”

If you have any questions about the new look please email, Roxy Mitchell, Senior Communications Manager.

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