Paul Goodman

Paul Goodman - Web Developer

Doncaster, United Kingdom

I'm a graphic designer and brand strategist. I craft expansive design experiences, with the goal of connecting people and authors.

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I'm a graphic designer with over 7 years of industry experience. People describe me many different ways, but all applaud my creativity and passion. I always think big, question everything and relish a good challenge.

I aim to craft quality uninterrupted design experiences, that expand across a multitude of marketing channels. Whether I am building a brand from scratch or refreshing an existing website, I am confident you will be pleased with my work.
Biographies & Memoirs
Business & Management
Fashion & Textiles
Science Fiction


  • MA Design - Sheffield Hallam University
  • PGCE - University of Hull
  • BA (Hons) Visual Communication - University of Hull


  • Ranked in the UK's Top 10 Young Graphic Designers - UK Skills 2010
  • Published in Advanced Photoshop Magazine - 2008

Work experience

Freelance Graphic Designer

November, 2018 – Present (over 2 years)

Senior Graphic Designer

Guardian Wealth Management
November, 2017 – October, 2018 (11 months)

Graphic Designer

January, 2015 – October, 2017 (over 2 years)

Currently create brands, print materials, websites and much more for start ups, established companies and individuals alike. Work also includes art direction, brand and marketing strategy.

Senior Designer / Brand Manager

Split The Bills
January, 2015 – September, 2016 (over 1 year)

Designed a distinctive brand that reflected the culture of the organisation and that spoke to the target market. Deliverables included design for web, print, signage, a car, campaigns, marketing messages and user journeys that were consistent and on brand.

Graphic Designer

September, 2014 – December, 2014 (3 months)

Produced original brands, campaigns, marketing messages. technical brochures, catalogs, print materials and websites for a variety of companies in and around the South Yorkshire area.

Graphic Designer

MODE Magazine
June, 2013 – September, 2014 (over 1 year)

Jointly responsible for elevating all aspects of design associated with MODE’s award winning magazine, including editorial spreads, layouts, adverts and covers.

Graphic Designer

MODE Integrated Marketing
June, 2013 – September, 2014 (over 1 year)

Worked in partnership with the creative director producing in house branded materials, as well as crafting beautiful brands, websites and campaigns for clients.

Graphic Designer

September, 2008 – May, 2013 (over 4 years)

Created brands, print materials, websites and much more for start ups, established companies and individuals alike.


Type Agency

I heard that creative recruitment agency, Type, were interested in replacing their existing website with a new modern, responsive and creative design. This got me thinking that it didn’t have to adhere to conventions of other recruitment websites.

So I designed and pitched a new concept that would set them apart from other recruiters and even some design agencies. I used an unusual, fullscreen modular layout to portray them in a new light. The result is striking and forward thinking, even it wasn’t chosen.


By focusing on technology, online only banks are able to give customers better interest rates and cater more towards their fast paced way of life. But some are very limited in what they are able to offer.

So I decided it would be fun to have a go at designing my own. I came up with the name Wise, along with some key features that would provide customers with a well rounded, hassle free experience. My goal here was to eradicate the need to use a high street bank all together.

I designed the brand and landing page to be fresh and youthful contrast to high street banks, through the use of bold colours, subtle icons and product imagery. With easy access to key information, reviews, endorsements and support, the landing page encourages users to download the app and set up a free account.

Lads Deals

I was asked to produce a brand, website and welcome email without any directional input from the client. The goal was data collection, so the focus was to subtly push users into signing up to receive special deals specifically for lads.

I made the decision to go for a trendy, modern website, that used unique brand elements to guide the user down the page, to the sign up form. The resulting brand and website have an almost luxurious feel, whilst remaining youthful and male orientated.

Study Safe

Study Safe came to me as a start up wanting to create a solid brand for attracting students and young professionals. By working together with the client, a parent brand was developed that has the potential to market their services individually via dedicated sub-brands.

The result is a modern, fresh take on health insurance. It emphasises simplicity via clear and concise messages, as well as an easy to use sign up process. Website users are given key information in short bursts that allow for easy digestion.

With a clear set of customer profiles, a marketing strategy and brand tailored to reaching uni students, the client now has a clear direction in which to take the brand and how to use it.

Split The Bills Website

As part of updating the website with their new brand, I created a new website structure and information architecture, that was designed to give customers a better experience and improved levels of service information.

Individual service and tariff pages were designed that allowed customers to check service availability, cost and usage allowances, before signing up.

A new ‘Quick Quote’ feature was also introduced to the sign up process, allowing for quicker data capture and giving customers an easier and faster online experience.

Split The Bills

“Evolution, No Revolution” that was the goal when refining and repositioning the Split The Bills brand to better communicate to their target audience.

Logo changes were minimal, made only to reflect the company’s culture and values. The typeface was changed to one that is visually softer, modern and approachable.

This is complimented by the introduction of a new illustration style. The bespoke work of Raven Cruz adds a real sense of individuality and character that has become vital to the brand’s success.

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