Charmed, we're sure.

goodgood is the brainchild of Roy Lotan, branding and design professional, and Assaf Dagan, a former advertising creative director. goodgood is the intersection of impeccable design work and attention to details with digital innovation and award-winning creative work. It's the balance between two approaches and also a complementary mix of different attitudes. We operate as an entire product department in your business, but we come in with our own toolkit. We always have the right professionals on the team, with the right force to get you to the next milestone. 


Roy Lotan

Roy creates. He is a design and innovation expert specializing in culture and brand strategy for consumer businesses. He helps clients define new areas of business opportunity. Then he develops and designs new products supporting long-term growth.

Roy has had a decorated creative career. In this time, he has worked with big name clients in Europe, the United States, and Israel. Roy was the Head of Interactive at David Haliva Visual Communication, moved to be the Design Editor at 18 Magazine, and then went on to be a Founder and Creative Director of GR/8, a branding agency in Tel Aviv. He has worked as the VP of Product at MEWE culture and lead the UI/UX Design at Fashioholic.

Roy is committed to travel and noodles. He has a knack for building relationships with genuine people and his experiences inform new design concepts.


Assaf Dagan

Assaf imagines. He is a highly decorated creative director and digital designer. Assaf is crucial to the conceptualization of campaigns, leaning on his decades of experience with highly recognizable brands in Europe, the United States, and Asia.

He studied graphic design in Barcelona before working for the prestigious product design company, Mobles 114. Next, he moved to Tel-Aviv to become the Head of the Digital Department of premium design boutique Haliva, where he worked for Israel’s largest bank, Hapoalim, real estate tycoon Mamila, and the Israeli Philharmonic orchestra. In 2009 Assaf moved to Paris to be a flash designer at Fred & Farid. He was soon promoted to the Creative Director of Eddie & Son, the group’s mobile design and strategy company, where he led the branding and strategy for start-up companies such as Wezzo, and Bonjour Bonjour and the design and branding of the French Presidency’s social networks. During his tenure at Fred & Farid, Assaf won multiple international awards for his work. Most recently, Assaf helped lead creative work for Interlude.


Guy Gordon

Guy Gordon looks deep. A former award-winning ad agency planner, Guy’s talent lies in discovering human insights that lead to game-changing brand ideas, products, and user experience. He has spent the past few years in the startup space, mentoring founders at the Siftech Accelerator, Jerusalem, and working closely with teams on branding, storytelling, and product design.

Guy began his career as Playtech, the world’s leading gaming software developer, where he served as creative director and project manager. An epiphany in 2005 led him to the advertising industry, where we worked for McCann Erikson, then as a freelance planner, before finally joining Saatchi & Saatchi as a senior international planner. There he created big ideas and award-winning ad and PR campaigns for clients at home and abroad, including Procter & Gamble, Ford, Carlsberg, American Express, the World Economic Forum, governments and leading non-profit organizations.

An avid runner, swimmer, and biker, Guy has a BA in War Studies from King’s College London.