Design studio The Creative Good serves small businesses, non-profits

In October 2009, Brian Greenwood had the opportunity to launch his own business and structure it from the outset to focus on serving the groups who, in his opinion, promote the greater good: nonprofits and small businesses.

Originally, The Creative Good was launched under the name Greater Than BMG− the letters being Greenwood’s initials.

“The intention of the company name was to convey my mission, that I was passionate about doing work for things greater than me: the greater good,” says Greenwood. “A trademark dispute instigated a name change to the much better, and more appropriate, name The Creative Good. A true lemons-into-really-good-lemonade story.”

Once a one-man show, The Creative Good has grown considerably since its launch in Columbus a little more than two years ago. It now relies on eight contractors, providing the business with two senior-level creatives (besides Greenwood) experienced  in the development of brands, advertising and communications for small companies and non-profits.

“Our younger talent covers execution in graphic design, video production, photography, web design, web development, social media tools, content creation, account service, and traffic management,” he says.

To learn what Greenwood tells prospective employees, who he turns to for business advice, and how the company uses its offices to generate revenue, keep reading.

The Metropreneur: What’s your company’s mission?

Brian Greenwood: To literally make a difference through partnerships with entities that impact our city and state on an intimate, personal level. One of the first things I tell people who interview to be on our creative team is, “You will not get rich working here. You will make a difference, though. And if that is what is important to you, then you belong here. If not, well…the inverse is true too.

[M]: What makes The Creative Good different from other marketing/branding companies?

BG: If you put our capabilities and talent side by side with other agencies in Central Ohio, not too much. That is to say, we are very competitive in the field. But we provide that full agency value in a structure that allows us to be solely focused on, and effective for, non-profits and small businesses. One of my mentors, Stephen Fechtor, put it best: “I’ve hit the small time and I love it.”

[M]: Your offices include a studio space. That must come in handy.

BG: Absolutely! We originally didn’t think we would need that part of our space, but it makes so much sense now. It really helps round out our ability to provide services to our clients, such as shoots, parties, meetings…all sorts of uses. We’ll be prepping a “flash mural” for the Harmony Project in the studio this coming week. Plus, we rent it out at a $75 day rate for anyone needing use of it for work related to non-profits, further reducing our overhead.

[M]: Is there anything else you think I should know?

BG: We love Columbus, and I believe our business would not be possible if it weren’t for the brilliant business owners and dedicated non-profits here. I wouldn’t be successful if it weren’t for the generous help of my mentors, Bev Bethge, Stephen Fechtor and Lisa Griffin, who freely give of their time and advice. I don’t think any other city could foster this kind of a dynamic.

To learn more about The Creative Good, visit