For years I actively supported an industry that was completely against my values. I bought and consumed products that came from places of suffering and pain. I was convinced it was normal and natural to do so. I was a victim of powerful branding and clever marketing. I went vegan after discovering the truth, and having 15 years experience in the creative industry, learning powerful branding techniques, I now realise that these creative tools must be harnessed for good. I am the founder of Good Will Studios, a social enterprise and creative design studio that empowers ethical businesses and vegan entrepreneurs to use their brand to make a bigger impact and realise the positive change they wish to see in the world.