PR and hospitality veteran Catriona Smart is launching her own creative agency, called That Good, with a focus on the design and production of events and digital programming, as well as talent management and content production.

Smart launched the agency after the pandemic, following a period of introspection during the lockdown.

“I got real about what makes me happy,” she explains. “What has become That Good was something that had been in the back of my mind; as we came out of COVID, I wanted to work on cool things with good people, and I needed to step away from things that didn’t bring me joy. Though I loved the PR space, I found over the years that the market was shrinking year-over-year. So I wanted to move away from the traditional PR piece and get back to storytelling through creativity.”

Smart was planning a rebrand of her own personal blog and website, Coco & Cowe, when a former co-worker from Halo & Co., Deborah Belcourt, suggested the name That Good. She then started to consider how the name could be used for a larger entity that encompassed the many different areas in which her company could get involved.

“It actually made me cry, because it’s bang on to who I am as a person. I’m always looking for good vibes and good energy, and when she came up with that name, it was really on the nose – almost too on the nose,” Smart says. “Especially when I played around with it and the different verticals That Good would be working in, they all just kind of fell in nicely.”

Smart then worked with design shop Sovereign State to help develop That Good’s look.

There are several divisions and projects within That Good that embrace the “Good” name: Good Taste, which focuses on event design and production; Good People, which focuses on the talent management; Good Talk, her rebranded podcast; and Good Ideas, a conference to be hosted out of Smart’s multipurpose event venue, Transmission Studios, on June 17. Event clients it has worked with in the past include Four Seasons International, Forward With Design and Hydralyte, while celebrity influencers Cat & Nat and Zehra Allibhai are among its talent roster.

The company also works with The Remix Project, a non-profit that Smart co-chairs, which seeks to provide at-risk youth in the arts space with opportunities and education. That Good “teaches them from beginning to end what it is to be a PR specialist,” says Smart, “showing them how to host events, run media lists – they learn everything with us.”