Hi Reader,

I've been toying how to write this email for a while.

Not because I don't know what to say, but because there is so much to say.

So here it is in its simplest form: Good + Ready is gone. What you're opening this from — what I'm building from — is Known Ground.

Yes, it's a rebrand. But I think what's actually happening is more like a coming out.

Good + Ready Design Co. was born eight years ago when I was trying to get out of agency work and just... make it work. Land clients. Pay bills. Prove to myself I could do this. The name reflected exactly that moment — cut the bloat, do good design, move without overthinking. And it worked!

But somewhere along the way, the work I felt most called to changed. And I did too.

The projects I loved (and IMO the most successful design-wise) were the ones where I was working with a client in not just a brand transformation but a life expansion.

For all these clients — founders, coaches, creatives at the core, always — they were looking to translate what had been changing on the inside to the outside. They'd been living in through a transformation, but you couldn't see it through their brand.

It was more than just design. Design actually needed to happen way later in the process than I originally worked with clients on.
​
Yes, the final project is a beautiful, aligned, resonant brand and website, but at the core it's identity work. What is fundamentally known about someone is changing — they need a brand that matches.

Known Ground is an identity studio, not just brand studio. It's where you come when you want to do the work of fully expressing the new identity you're stepping into and make it visible and known in the world.

I spent years helping clients with exactly this. And this year, through some very real, gut-level conversations (deep gratitude to Jenni Gritters and Jamie Cox for asking the hard questions), I finally had to take a dose of my own medicine and make the outside match what was happening on the inside.

In the next few weeks I'll be sharing more — the process, the pivots, the oh-shit moments. The things I'd been conveniently not looking at for a while.

For now: Hi. I'm Sara and in case we haven't properly met…

I'm a brand designer by trade, and a bit obsessed with people living from their most fully human, honest selves — because that is where real joy and meaning lives.

This work found me because I know what it's like to be told — directly an indirectly — to be something else and make yourself a little less.

I believe identity work is a core part of being human. It's not just a rebranding exercise — it's the real, ongoing practice of noticing who you actually are and having the courage to show up as that person, without apology.

I'm based in Louisville with my wife, our two Jack Russells (Bacon and Elvis), and a love of travel, food, and beautifully designed things.

I'm so glad you're here.
​
​Cheers!
Sara

Studio + Field Notes:

In The Studio: I'm in website design mode with two Brand Passage clients this week — a leadership coach looking to elevate and humanize her brand presence, and a longevity-focused wellness clinic working to distinguish its highly personalized care in an increasingly crowded digital marketplace.

This week, I also have an Archetype Reading for a therapist expanding her reach with her own workbook and oracle deck.

Reading: Into the Blue — a love story where the entire foundation of their connection is improv. Unexpectedly fascinating.

Watching: Summer means Love Island. No further explanation needed.

Eating: We got a barrel of peaches from The Peach Truck and I am in over my head in the best way. If you have a peach recipe you love, please share!

Planning: Japan in October. Transportation is almost sorted and I'm finally getting serious about an itinerary. If you've been and there's something you think we absolutely can't miss — please tell me.