Organising a lifetime of possessions

Helping a start up business create a professional and friendly identity to appeal to a wide demographic - with rbl’s Brand Lite service

Caroline Hartley came to us with a business idea she had been nurturing since she and her husband helped her elderly mother downsize from London to Henley on Thames. After a time-consuming and emotionally exhausting move, she realised how much difference a few well-trained, practical pairs of hands could have made to the process.

And so, Good Sorts was born!

The aim of the business is to provide practical, efficient and empathetic help sorting your possessions, whether you are downsizing, relocating, moving on or just need a good, old-fashioned sort.

Working to the Brand Lite process, which was developed with smaller businesses and start ups in mind, rbl helped define Good Sorts’ simple, four-stage process and developed the messaging and a fresh creative look and feel for the brand. The messaging was key to explaining the service simply, whilst the creative aimed to show the care and professionalism with which the service is carried out, without pigeon-holing it to a certain audience.


A collaborative approach

As part of our Brand Lite offer we worked with Caroline and Robin to create a library of image assets to help explain the service and create a recognisable identity. A truly collaborative way of working found the rbl team shooting Caroline in her mother’s home, which became our ‘set’ for the day! Promoting such a personal service, it was important to use photography that feels relatable and genuine to the wide demographic they want to appeal to – old and young alike. With this in mind, we worked hard to create a careful yet dynamic juxtaposition of possessions in the brand photography, to make sure everyone might see an object they can relate to.

With a good library of image assets we have been able to create a visual and attractive website which is easy to understand for people of all ages.

Designed and built in-house by rbl, the fully responsive website is now live at

"Our new brand is distinctive, fun and welcoming but very professional at the same time. Fun and professional describes rbl perfectly too. Not only were the team a pleasure to work with personally, they could not have been more professional. They hit all their deadlines and no detail was too small to be ignored or let go with a ‘that’ll do’."

Caroline Hartley - Founder of Good Sorts Ltd