“It started out as a typical day but you won’t believe what happened next..”

Something Good was a 52 week long project that is now completed.


An experiment with Power Words. What makes people click?

“These 15 photographs that will blow your mind”

You’ve invariably read these links somewhere and maybe even clicked on them out of curiosity. But then you’re disappointed because it’s a site where each image is on a new page and you’re getting force-fed advertising banners. Or it just doesn’t live up to the hype. It’s called click baiting and it sucks. The web is filling up with shit like that and it annoys me.

So my good friend Josh and myself decided to set up Something Good where we email you direct to your inbox every Friday. No adverts, no need to click on anywhere, no sneaky marketing. It’s just one email a week, short but sweet, and always good.

You’ll never know what it’s going to be about, but then again people are enjoying the mystery of it, and the fact that it’s a simple 5 mins good read and then you’re out, delete it and back to your day. Brutally simple and effective, I don’t know why we didn’t think of it earlier.

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5,132 email subscribers.

52 weekly email newsletters (each containing Something Good for the reader).

42% open rate (industry average: 24%).

Connected to new clients for freelance branding and UX projects.