We were lucky to catch up with Rachel Martin recently and have shared our conversation below.

Rachel, thanks for joining us, excited to have you contributing your stories and insights. Can you tell us the backstory behind how you came up with the idea?

I started my career at one of the largest ad agencies in NYC, designing for some of the world’s most renowned brands. It was an absolute dream job, but over time, it became evident that much of what I was creating was contributing to waste, unnecessary packaging, and encouraging over-consumerism. This dilemma is a common challenge in the marketing and design world, driven by our capitalist society. I realized that, as designers, we have a significant influence in either perpetuating problems or driving positive change.

That’s when I made the shift to focus on sustainable and socially responsible design. I left the agency world to work in-house with a family-run company, where I could hone my skills and create more socially responsible communications. Concurrently, I was running my freelance design business, focusing on purpose-driven design aimed at effecting social change and combating climate change. Initially named “Rachel Martin Design,” my freelance business later evolved to “Mindful & Good” to better align with the work my team and I were doing.

My design approach centers on sustainability and social responsibility, addressing real-world problems. After reading “Cradle to Cradle: Remaking the Way We Make Things” by William McDonough and Michael Braungart, I began integrating their philosophy into my design process. I meticulously consider the entire life cycle of each design, emphasizing recyclability, biodegradability, minimized material usage, incorporation of recycled and non-toxic components, and design for reusability within the circular economy framework.

My work involves guiding clients towards sustainable design solutions across their supply chains, operational processes, and choice of printing and packaging materials. This approach prioritizes the well-being of both people and the planet, ensuring that design plays a pivotal role in fostering positive societal and environmental changes.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m a designer, founder, and entrepreneur passionate about sustainability and using design to shape our world and culture for the greater good. As the Founder & Creative Director of Mindful & Good, a B Corp Certified design studio, I work with purpose-driven businesses in food & beverage, health & wellness, and sustainability. We design impactful brands that draw attention, open minds, and drive purpose and prosperity.

I founded Mindful & Good over two decades ago, emphasizing a quadruple bottom line – people, planet, profit, and culture. I believe business should be used as a force for good, putting people and our planet first. My work involves guiding clients towards sustainable design solutions across their supply chains, operational processes, and choice of printing and packaging materials, ensuring that design plays a pivotal role in fostering positive societal and environmental changes.

I believe design has the power to save the world, and I’m committed to honest, effective, and stunning creativity that ignites positive change. My sustainability expertise, commitment to social impact, and honest intuition drive me to create compelling design for businesses that shape not only North Carolina but also the world and culture for the greater good.

In a world of countless design agencies, choosing the right partner is crucial, and that’s where we stand apart. After working with high-level agencies across the U.S. on some of the world’s most renowned brands, we’ve taken what we’ve learned and crafted a client experience rooted in mindfulness, sustainability, and design excellence. As a woman-owned B Corp, we ensure the highest social and environmental responsibility standards. Our mission-driven approach means we only work with brands we believe in, delivering sustainable branding, design, packaging, and web solutions. We’re honest and forthright, offering a clear process and maintaining regular communication. Though small, our impact is big, working closely with a select number of clients for tailored, high-level results. At Mindful & Good, our name reflects our passion and purpose, driving positive change through mindful design and IDEO-Certified design thinking.

What do you think is the goal or mission that drives your creative journey?

Designing just to look good and sell a packaged product that stands out on the shelf or online isn’t enough. Our mission is driven by a deep understanding of humans, businesses, and the challenges our clients face. We aim to create sustainable and regenerative design that not only sells but has a deeper meaning. Our time on earth is limited, so having passion and purpose, doing good design, and working with good people is everything to us. We don’t create just to make something cool; we aim to create positive change, help people adopt sustainable behaviors, shift consumption patterns, and create value and opportunities across all streams of sustainability for humanity.

Any resources you can share with us that might be helpful to other creatives?

Absolutely, networking and building relationships are everything in this industry. Early in my career, I underestimated the power of connecting with others. Word of mouth is a significant driver of business, and fostering meaningful relationships can open doors to incredible opportunities. I wish I had known the value of attending events, joining professional organizations, and engaging with not just the creative community sooner, but other industry communities as well. These interactions not only provide invaluable insights and inspiration but also create a support system of curious-minded individuals. In hindsight, being more proactive in networking from the beginning would have accelerated my growth and broadened my perspective, enriching both my personal and professional journey.

Contact Info:

• Website: https://mindfulandgood.com/
• Instagram: https://www.instagram.com/mindfulandgood/
• Facebook: https://www.facebook.com/MindfulandGood/
• Linkedin: https://www.linkedin.com/company/mindfulandgood

Image Credits

Photo Credits: Julia Fay Photography and Shrimp & Grisettes