We’re Good Habit.

A branding & design studio in London serving ambitious brands both big and small across the globe. 

We work with business veterans and young startups; global companies like Ticketmaster, and our local coffee shop Melk.

Our work has received multiple branding awards and has been published in many of the world’s leading design publications including Creative Review and Design Week.


> Strategy
> Naming
> Branding
> App Design
> Web Design
> Merchandise
> Print Design


We are a small studio, deliberately.

Why? Because large studios come with large expenses, large teams and long lead times.

We are a close-knit team, with decades of experience working together (we all first met 12 years ago).

We work together from a single location, our ideas informed by our decades of collective experience as freelancers and in-house designers at big agencies.

Our ideas have been loved by Apple, Red Bull and more. We ruthlessly prioritise the quality of our work, and maintain the same agility characterised by many of our startup clients.

Due to our deliberately small structure, we regrettably cannot take on every project that we are offered. Get in touch to hear more about our current availability.



Josh Hailes
Co-founder & Creative Director

Graduating from Ravensbourne in 2014, Josh Hailes began his career as a 2D and 3D motion designer in some of London’s most prestigious design studios including We Are Social, Human After All and Jump Design & Direction. He honed his craft, becoming a highly sought after freelancer, working with the world’s biggest brands including Apple, Burberry, and Red Bull. His work has been displayed in the O2 arena and broadcast on BBC1.

Josh lives in Sidcup with his wife Sarah and sons Jacob and Daniel.

Chris Smyth
Co-Founder & Creative Director

After graduating in London with a first-class design degree in 2008, Chris began his career freelancing as a brand designer. Over the next ten years Chris founded the Creative Arts Network, an international network of multi-disciplined creatives, became the Creative Director at London based non-profit New Community, became a guest lecturer and mentor for the University of Greenwich, founded an internationally distributed design culture magazine ‘Hue Magazine’ and curated an annual art exhibition and awards scheme.

Chris’s award winning work has been recognised and published in a number of leading design and arts publications including DesignWeek, Creative Review, Eye Magazine, Print Magazine and Creative Boom.

Chris lives close to the Good Habit studio in South East London with his wife Sophie and son Jireh.

Pete Coggan
Brand Designer

After graduating in 2010 with a degree in Music Composition for TV and Film, Pete began his career freelancing as a videographer, producing award-winning films for various brands, including tech giant Sony. Over the next ten years, Pete became the Creative Lead at two London-based non-profits, working on brand films, creative direction and typography design.

Pete lives nearby the Good Habit studio in New Cross with his wife Elle.


We work with brands of all sizes across the world. We proudly work across all sectors, growing and adapting to our clients' needs. So far, we have been fortunate to work with:

▸ Apple
▸ Academy Coffee Co
▸ Alfonsina
▸ Archetype
▸ ATP Next Generation Tennis
▸ Barcardi
▸ Burberry
▸ Bureau
▸ Collins Cup
▸ Design District
▸ Dija
▸ Dutchkid | Ultra Music
▸ English Cricket Board
▸ Hambro Perks
▸ Goya
▸ Kazam
▸ Kiki Foods
▸ io
▸ Jump
▸ Matta
▸ Monet
▸ Pact Coffee
▸ Penny
▸ Pillar
▸ Spiked
▸ Red Bull
▸ Red Roses - England Women’s Rugby
▸ Ticketmaster UK
▸ Ticketmaster Sport



If you would like to discuss your upcoming project please email us or call Chris on +44 (0) 7894 107407

Studio address:
Good Habit
Unit 1.3 - Building A3
Design District
SE10 0AX

Opening hours, GMT Mon-Fri 9:30-4:30

You can find us on Twitter LinkedIn and Instagram

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What type of clients do you work with?

Good Habit work have multiple B2B, B2C, and DTC companies, across sectors and countries. We've worked with organisations working with everything from fintech to food, music to medicine.
From the smallest startups (Nudi, Melk, Penny) to the large, established businesses (Ticketmaster, Burberry, Knight Dragon).

Do you do more than branding?

Yes. Branding is our bread and butter, and we love bringing these ideas to life. If you need help crafting a product, website, live event, video, or large-scale advertising campaign, let's talk.

How long does a brand project take?

8 weeks is our 'sweet spot' for taking a major leap forward with a brand. If you have more time, we will implement the brand deeper. If you have less time, we can tailor the process around your immediate needs.

Is brand strategy always needed?

Yes. Even in the shortest brand projects, strategy is essential to developing a brand. identity. Together, we look at the 4 P's of a good brand (Purpose, Personality, Positioning and Progress), so that we can develop visuals that have the same staying power as your organisation itself.

How many people will be working on my project?

Usually 3-4. Our Creative Directors, Chris and Josh, will be hands-on with every project. Depending on the project's requirements, we may bring in additional experts, such as specific illustrators and senior developers, to deliver the best results for our clients. This is all done out in the open and with the client significantly throughout the process.

Do you have a design process?

Strategy -> Identity -> Delivery.

Strategy: Learn about your organisation's values and objectives.
Identity: Develop ideas and visuals. Represent your organisation's values and create solutions.
Delivery: Create systems to keep your identity consistent as your organisation grows.

How do you communicate with clients throughout the project?

We use Basecamp. It’s an incredibly helpful and easy-to-use collaboration tool to keep everyone in the loop and pulling together in the same direction through the project.

How much do you cost?

All our packages are tailored specifically to your project. We can adapt our process to tailor to almost any budget, so it’s always worth reaching out. But as a guide, our branding packages start at £10K and vary depending on the different levels of implementation requested.

How does your billing work?

We invoice 50% upfront and then the remainder on the final delivery of work.

What do you need before starting a project?

A signed terms, proposal and payment of a 50% upfront invoice.

What if we don’t like what Good Habit create?

It's understandable to feel uncertain about trusting a design studio. However, we prioritise strategies that minimise risk and guarantee a creative approach that aligns with your goals.

By including you in the process, we can make sure that our work solves problems and addresses your specific needs. Ultimately, we aim to deliver exceptional results and eliminate any unwanted surprises. After all, nobody knows your company better than you do.

How soon can you start?

Usually, we can kick off new projects within a couple of weeks. We’ll let you know right at the start of the process if that is not the case.

What makes you different from other agencies?

Good Habit is a tight-knit team that values in-person collaboration and a positive work environment. We firmly believe that the most exceptional creative work comes from a team working together in the same space and enjoying the process of creating.

What software do you use?

Everything (almost). We spend most of our time working with Figma, Illustrator, Photoshop, Basecamp, Dropbox, After Effects and Keynote.

Do you pitch for free?

We don't offer free pitching. Our process involves multiple rounds of development to ensure high-quality outcomes that meet your goals and requirements. Providing free pitching would compromise the quality we take pride in delivering.

What makes a client a great fit for Good Habit?

Always motivated to make a positive impact
Has a leadership team that is fully committed to the cause.
Has a strong belief in the importance and value of branding.
Trusts Good Habit's branding experience and expertise in branding.
Loves our previous work.
Values diversity and inclusivity, and are always open to fresh perspectives and ideas.
Proactive in decision-making
Willing to follow the process.