Who We Are
Founded from the success of Good Grit Magazine, which has captivated over 300,000 readers across the southern U.S., Grit Agency was born out of a necessity we observed in the market. Many organizations, much like yours, possess transformative stories that remain untold. These narratives of impact and problem-solving are crucial, yet often overlooked tools in marketing and business growth. Our roots in storytelling are deep. We began as a magazine focused on telling enriching stories, and over seven years, we have become leaders in narrative marketing. Our extensive distribution network through retailers and influential hotels underscores our expertise and reach.
As we established Grit Agency in 2019, we brought this storytelling prowess fully into the business sphere, aiding companies like yours in articulating their unique value propositions powerfully and persuasively in order to grow their business and increase revenues. With more than 100 years and 50,000 hours of combined branding, storytelling, strategy experience, we believe in clear objectives and in measuring against KPIs that matter to our clients.
Partnering with Grit Agency means choosing a team that understands the importance of storytelling in not just capturing attention, but fostering enduring connections. We are excited about the opportunity to work with HomTex & DreamFit to not only tell your story but to amplify it in ways that continue to attract, engage, and inspire your customers and beyond.
4 Key Pillars that Drive Success for our Clients
There are four main things you should know about Good Grit Agency and how we approach projects and client initiatives.
1. Storytelling
We believe in harnessing the power of story. We’ve learned the best way to do that is to be unbelievably curious. When we have an opportunity to serve a client, it's our job to become a good student of that client. The best way to learn is to ask good questions. Good questions, answered well, allow us to craft stories that are gripping. It's not always about telling a new story—it can also be about telling old stories in a fresh new way to meet an audience where they are. A key part of storytelling marketing is audience analysis. Audience segmentation is just as important as the story itself! We are constantly considering our clients' audience and how to engage them in a deep and meaningful way through the power of targeted, purposeful stories.
2. Connection
At Good Grit we believe connection is our highest form of currency. Great stories, told well, is the LEADING marketing tool that allows businesses and organizations to connect. Regardless of the medium (billboards, videos, earned or paid media, social media, SEO, or Google) everything we do takes into consideration the story, the audience, AND our ability to make a meaningful connection. Data collection is a vital tool to drive connection—so anytime we are touching an audience, we will also be pursuing new ways to stay connected through strategic data collection.
3. Revenue
We are an agency that cares deeply about your revenue goals. Why? Because we know that measuring impact is done in dollars. We are here as a business to serve other businesses. We want to know what the revenue goals of our clients are so we can appropriately be held accountable to KPIs measuring those goals. A meaningful story that drives connection doesn’t mean much if it doesn’t also increase revenue. We love being an impactful partner, and our goal is to pay for ourselves as quickly as possible.
2. Diversity
As a majority female owned business and a company of 80% females earning at least 50% above a living wage, we are COMMITTED to diversity. You will see this in how we go out of our way to ensure the content we produce for our clients is authentic to the audiences they serve and the audiences they aspire to attract. In 2019, Good Grit Magazine made a commitment to produce a magazine that is 50% minority content. We also committed to hiring 50% minority contracted creatives. We are proud to be a brand that loves showcasing the iron skillet that makes up the South.
Our Team
Find out more about each of our team members and the skills they bring to the table. Each team member manages and leads a team of 2-15 people—creatives, fellows, and interns.
Laura Quick, Founder & CEO
Laura has 17 years of experience in the marketing industry. Laura started Good Grit Magazine and Good Grit Agency and has ample experience with tourism, government entities, hospitality, and wellness marketing. Laura is an expert in storytelling and bringing clients’ thoughts to life. Her passion when working with clients is to ask great questions and REALLY HEAR their goals. A great story is only as valuable as the strategy to disseminate it. Curiosity, Strategic Planning, and Incredibly Evocative Storytelling that springs people to action is her superpower. Cohesive messaging and keeping a team rowing in the same direction is what a client can expect from her. Laura also is the founder of the nonprofit organization, Les Dames, focusing on reframing the childhood poverty mindset.
Shivani Kapoor, Creative Director
Shivani is our Creative Director. She has 12 years of experience in visual storytelling, branding, problem-solving, and strategizing. She has led top creative teams while working with Grammy award-winning artists and internationally recognized brands and non-profit organizations. Shivani’s superpowers are found in her ability to hear a client’s needs and vision and then lead a team to execute at the highest level, while being on time and in-budget. Her soft-spoken, yet assertive approach is a winning combination with our clients.
Linda Stone, Chief Operating Officer
Linda is our Chief Operating Officer. She has 30+ years of experience in the organizational development of sustainable structures and systems. She is an expert in people development and identifying skill sets in others that will create maximum impact. She is a solution-oriented thinker, and she leads our team and clients in collaboration that produce clarity and creates a raise-the-bar mindset.
Lindsey Neal, Chief Financial Officer
Lindsey, a Greensboro, AL native from a catfish farming family, has a rich startup background in Birmingham, notably with Zoe's Kitchen. She played a crucial role in its growth, serving as CFO during its IPO in 2014. After 13 years, she left her role as Director of Operations for 40+ units to found Mpire Consulting & Bookkeeping in 2018. Lindsey is also active in real estate investments and co-owns Campesino Rum. She co-founded Battle Republic, a boxing-inspired fitness concept, and was recognized as a Woman of Impact in 2021 by Yellowhammer News. Lindsey resides in Leeds with her partner, Philip, and their daughter, Miller, while serving as Chief Financial Officer at Good Grit.
Sarah Margaret Shelton, Chief Relationship Officer
Sarah Margaret is our Chief Relationship Officer. She has six years of experience in the agency/media industry and is an expert in account management and taking exceptional care of all clients. She has worked with a multitude of different types of clients since she graduated college, including a wide variety of nonprofits, corporations, and tourism-focused businesses. She currently lives in Birmingham, AL.
Ashley Locke, Director of Story Architecture
Ashley is our Director of Story Architecture. She has 6 years of experience in editorial and digital marketing, and she’s an expert in storytelling. Ashley has curated more than 1 million story words specifically for our tourism partners. Ashley leads the team responsible for research and audits for our clients. Our auditing process lends itself to looking for what is working, what is not working, what is missing, and what is broken. We ask all of these questions often of ourselves and our clients.
Cat Barnes, Lead Graphic Designer
Cat is our Lead Graphic Designer. She has 6 years of experience in creative marketing, editorial, and entertainment design and is an expert at visual storytelling. Cat leads a team of photographers, illustrators, and creative fellows in producing creative content for the magazine. She leads the graphic design team for both organic and promotional stories.
Haley Chambers, Creative Traffic Manager
Haley is our Traffic Manager. She has five years of experience in administration, and she’s an expert in organization. Haley manages organization and project management for our internal team. She keeps all of our timelines on track and makes sure our team has everything they need to move projects across the finish line.
Taylor McLain, Community Manager
Taylor is our Community Manager. She has 6 years of experience in people management and social media management. She manages our influencer program and growth strategies. She’s an expert in community and relationship building, and she considers people her passion.
References
Corey Craig
Founder, & CEO,
Optix Technologies
334-319-4150
corey@optixtechnologies.com
Tyler Thigpen
Co-Founder & Head,
Story Arts
404-625-1308
tylerthigpen@gmail.com
Abigail McCollum
Marketing Manager,
Trilith Studios
678-369-5950
abby@trilithstudios.com
Agency Experience + Case Studies
With a wealth of experience in corporate communications and organizational health, Good Grit Agency excels in crafting cohesive brand narratives and fostering collaborative work environments. Their strategic approach and creative solutions empower businesses to communicate effectively, enhance stakeholder relationships, and drive organizational growth and success.
Case Study 01
Meridian
Meridian, a leading force in the adhesive solutions sector, encountered a formidable hurdle stemming from its fragmented brand presence following the acquisition of over 17 companies. Despite solidifying its position as the third-largest adhesive company globally, the lack of cohesive branding across divisions posed a significant challenge. Each acquired entity operated under its own brand identity, resulting in a disjointed organizational structure and a disparate communication strategy. With no clear alignment or correlation to the overarching Meridian brand, the company faced obstacles in effectively conveying its value proposition to diverse audiences. Embracing a portfolio-centric approach over traditional sub-branding terminology, Meridian aimed to establish a unified brand identity that resonated across its extensive portfolio of offerings.
Seeking to address these critical issues and take on a global approach, Meridian sought the expertise of Good Grit Agency to redefine its brand identity and streamline its communication strategy.
The Problem We Solved
Meridian lacked a unified brand presence, resulting in confusion and inconsistency across its divisions. Good Grit Agency stepped in to provide structure and clarity, aligning Meridian's messaging and visual identity to foster a cohesive and collaborative environment.
The Challenge in Solving the Problem
The challenge lay in creating a streamlined process for acquisitions and ensuring brand consistency amidst rapid growth and expansion. Good Grit Agency needed to develop a strategy that would not only unify Meridian's brand but also instill confidence and clarity in its stakeholders.
What We Did
Umbrella Brand Structure
Brand Surveys
In-Person Workshop
Business Strategy
Brand Strategy
Audience Development
Visual Brand Identity Refresh
Division Branding
Brand Guide
Video Content
Marketing Assets
Print and Digital Ads
Communications Strategy
Communications Handbook
Internal Roll Out Strategy
Collateral
Refreshed Brand Identity
Division Branding
Print Ads
Mission Statement
We provide leading adhesive solutions that enhance daily life on Earth and beyond.
Vision Statement
To lead the global adhesives sector through our commitment to innovation, operational excellence, and unwavering customer centricity.
Video PRoduction
Marketing Collateral
Audience Avatar Development
Results
Through collaboration with Good Grit Agency, Meridian successfully attained its primary objectives, transforming into a unified umbrella brand with a clear organizational infrastructure. By adopting a structured brand development approach and crafting a cohesive golden thread narrative tailored to each core audience, Meridian enhanced internal collaboration and external communication clarity. Good Grit's implementation strategy, particularly focused on the sales teams, effectively showcased the full spectrum of Meridian's product offerings, facilitating cross-selling opportunities and paving the way for global expansion. As a result, Meridian achieved heightened brand recognition, increased stakeholder confidence, and improved operational efficiency, laying a robust foundation for future growth endeavors.
Case Study 02
Optix Technologies
Branding, web front-end design, customer journey, brand voice, and trade show booth concept and design for a lawn and ornamental company in Auburn, Alabama.
The client came to us with a new technology that needed a brand.
The Problem We Solved
We had to create a cohesive brand and build excitement for a series of innovation and technology that had never been seen before within the lawn and ornamental industry.
The Challenge in Solving the Problem
This client was the first to step up and innovate in this industry with technology in almost 40 years—we had to find a way to tell the story that made this new technology company a pioneer AND motivate the industry to try something new.
What We Did
Branding
Brand Voice
Video Production
Web Design
SEO
Customer Journey
Trade Show Booth Design
Social Media
Blog Writing
Newsletters
Video Production
Website Design
Trade Show Booth Design
It can be challenging to recommend individuals or businesses because of the uncertainties that come with referrals. However, I have no hesitation referring the Good Grit team and actively promote their team as often as possible. They have been such a pleasure to work with and have been so impactful to the forward momentum of my current business ventures. I look forward to continuing our collaborations for as long as they are willing to work alongside me!
Corey Craig
Founder & CEO, Optix Technologies
Results
Optix debuted as a company at an industry trade show fall of 2022. The trade booth and the marketing collateral did such an incredible job that Optix has a waitlist of industry experts interested in being the first to implement their industry-changing technology.
Conclusion
We at Good Grit Agency are excited about the possibility of collaborating with HomTex & DreamFit to harness the power of strategic storytelling & branding to increase revenue to $30M within the year.
We are committed to creating tailored narratives that not only highlight your innovative products but also resonate across audiences, reinforcing the incredible legacy of your brand. We look forward to the opportunity to bring our shared vision to life, making a lasting impact in the lives of your customers.
Thank you for your consideration!
Sarah Shelton
Chief Relationship Officer
Good Grit Agency
smshelton@goodgritagency.com
706-499-1300
