A few years ago, deep in the pandemic, I, like many of us, was binging everything available on streaming services. So much time on my hands, what to do but watch every title EVER on Netflix. Somewhere in that binge, I found The Social Dilemma on Netflix. A documentary created to show the harms of social media and unintended consequences of its use. The documentary was created by the folks at the Center for Humane Technology.
At that point, I had just moved to Maine. I had no friends, knew no one locally, and the town I was living in was a vacation town so primarily no one lived there in the winter. I was very very alone. I was looking for a better way to spend my time than scrolling the internet so I started offering free photo shoots to businesses that had been affected by the pandemic, and shortly after that I heard that the same people behind the film were offering an 8-module course called Foundations of Humane Technology. I signed up to be part of the first cohort immediately. It gave me something to focus on that actually felt engaging and bonus points – it was a way to connect with people. The birds outside the window were nice, but sometimes a human is nice to talk to… Not just that, it was a way to connect with folks who were thinking about how to make tech and advertising a little less predatory.
A few months in to the course and weekly video chats, CHT asked if anyone wanted to lead their own group. I pitched one on ethical advertising and how to build campaigns that are more equitable for both business and consumer, and after weeks of meetups, that became its own little community too.
Eventually I decided I wanted to bring all these thoughts I had to recreative + co. How could I bring my ethical tech experience to the work we’re already doing? That’s how it all started. recreative good was my version of ethical advertising at home. Built specifically for sustainable brands that are cool with taking a leap of faith on some random woman’s ethical tech ravings to find out how we make marketing better for everyone.
Our first client was Alexandria Technologies, an ethically built, literature-driven platform started by Xavier Hayeck, one of the aforementioned amazing people from the Foundations course. Then Yaupon Teahouse & Apothecary in Savannah. We were brought on by and collaborated on the project with Christina Zausner, another Humane Tech grad. Then Cold Current Kelp here in Maine, originally started as more of an educational company, building a sustainably farmed kelp line to build alternative options for packing (and eventually skin care).
Eventually, the work piled up and recreative good went quiet for a bit. But now, we’re bringing it back. Same core mission: to make advertising and design that’s mutually beneficial for business and consumer.
Why We’re Bringing IT Back
Because good work deserves good representation. Because not every campaign needs to rely on stalking pixels or data mining. Because creativity has always had the power to build community, not just sell to it.
At its heart, recreative good is about using design, storytelling, and strategy to help brands and organizations do good, better. We work with sustainable businesses, nonprofits, and community-minded initiatives that want to grow ethically — with transparency, respect, and humanity.
It’s marketing without manipulation. Connection over conversion.
What Makes It Different
We’re not reinventing ourselves… on the contrary, working with people who do good has always been our focus.
The same design, web, and photography expertise that’s powered the last decade of our studio now fuels an arm built specifically for organizations trying to make a difference.
That means:
- No third-party tracking. We don’t buy or sell data we didn’t earn.
- Sustainable design and hosting. Because even the internet has a carbon footprint.
- Storytelling with purpose. Real people, real places.
This isn’t about being perfect… it’s about being better. More conscious about how design and marketing shape the world around us.
A New Model for Ethical Advertising
When people hear “advertising,” they often think about tv ads, pop-ups, retargeting, endlessly being sold to. But it doesn’t have to be like that.
We believe in a version of advertising that works for people, not against them. A version of advertising that’s beneficial for business and consumer, and creates a more meaningful connection between the two.
That’s what we’re here to prove: that marketing can still have a soul.
What’s Next
You’ll start seeing recreative good take shape as its own space. We’ll be sharing stories of impact, nonprofit collaborations, and practical insights on how to market with conscience in the modern age.
If you’re a business, brand, or organization trying to make change (or even just do your work with a little more integrity), we’d love to hear from you.
Let’s make something good together.
→ [get in touch]
