The pair met up at Perch on a random Friday for Palmer’s proposal. “I approached Elle with my business idea of creating a design studio—her spearheading the creative side, and me running the business and web aspect of running a company,” she said. As the business concept was laid out, Sherman says she saw the puzzle pieces come together as her Type B personality didn’t enjoy the business side of things. “I’m very much a creative to my core,” she said. “And after that meeting, the rest was history! We teamed up and complemented each other so well.” Palmer describes the two as the perfect yin and yang. “It has been so much fun to have a partner to work with and bounce ideas off of,” she said. “Elle is the super creative dreamer, and I get to put the plan together and execute. It really plays into both of our individual strengths.” The partnership melded into what is now Good Co —a creative design and branding agency. Good Co’s mission is to work alongside business owners who care deeply about what they do and want their brand to reflect that. “We’re here to make the process feel exciting, approachable, and worth it,” said Palmer. “Good Co was born from the idea of providing large agency talent without the pretension or price tag.”
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BUSINESS ISSUE february 2026
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