Clio Health Second Deadline 25

Doni Goodman of Bald on Logically Dissecting Ideas

By doing so, you get to the juicy parts

Doni Goodman | Photo illustration by Ashley Epping 

Doni is currently executive creative director at Bald. 

We spent two minutes with Doni to learn more about his background, his creative inspirations and recent work he’s admired. 

Doni, tell us …

Where you grew up, and where you live now.

I grew up in the Fairfax district of Los Angeles, near the Grove area. This year, my fiancée and I moved to Lincoln Park in Chicago. Looking forward to some real seasons, but those could be my famous last words. 

How you first realized you were creative.

Creativity clicked when I started taking things apart to figure out how they worked. I remember breaking my first RC car, trying to fix it, and feeling the rush of success when it worked. Other times, it didn’t go as planned. But that urge to problem-solve stuck with me. It led me to study design and ultimately falling in love with the creative process.

A person you idolized creatively early on.

Jerry Seinfeld. I’ve always admired his ability to make the smallest, most mundane things hilarious. His humor resonates because he’s a master of looking at life from a unique angle. He’s dedicated to his craft in a way that feels effortless and profound at the same time.

A moment from high school or college that changed your life.

Right after high school, I had a friend who introduced me to Photoshop. I didn’t even know what it was, but he showed me how to manipulate photos and craft crappy band flyers. He ultimately installed a bootleg version on my computer, and that’s when I got hooked. From there, I started making flyers for birthday parties and events, plus MySpace profile pics. It opened a new world for me, and I never looked back.

A visual artist or band/musician you admire.

Smashing Pumpkins“Mellon Collie and the Infinite Sadness.” I was 12 years old, sitting on the school bus one day, when something hit my foot. I looked down, and there was a double cassette tape with some incredible artwork on it. I’d never heard of them before. I slipped it into my yellow walkman and remember not knowing how to process what I was hearing. That album was unlike anything else out there.

A book, movie, TV show, or podcast you recently found inspiring.

Mystery Show. It’s a podcast that dives deep into the absurd connections between seemingly random happenings. A more practical recommendation is My First Million, about sharing innovative ideas and finding inspiration.

One of your favorite creative projects you’ve ever worked on.

Branding the Melrose Umbrella Company in Los Angeles. My brother and his partners were opening a bar in our old neighborhood, and I was asked to help with the branding. We based the logo on a silhouette of one of the partners’ ancestors. It was my first time working on something in my own community, and seeing it thrive years later still makes me proud.

A recent project you’re proud of.

A friend and I built an AI-powered travel agent called Roam Around—now Layla.ai. You’d input a destination, and it would instantly generate a personalized itinerary. The startup world was a blast; pitching to VC firms was a unique and courage-building experience. Seeing the project grow from an idea into a fully-realized product was incredibly rewarding.

Someone else’s work that inspired you years ago?

Adam McKay’s The Big Short is one of my all-time favorite pieces of storytelling. From the whip-sharp writing to the unique framing and retelling of real-world events, it’s a perfect movie. It never gets old.

Someone else’s work you admired lately?

Cleon Peterson is a visual artist. His work is bold, refined and tackles heavy, sometimes controversial themes. The way he brings his pieces to life is amazing. It feels like a mix of ancient warrior prints and hieroglyphics—timeless and brutal in the best way.

Your main strength as a creative person.

My ability to stay calm and logical. When you can logically dissect an idea, you get to the juicy parts that make it interesting. And then you can get rid of the parts that aren’t essential.

Your biggest weakness.

A professional answer: Patience. A more interesting answer: Pastries. Babka, black-and-white cookies, rugelach.

A mentor that helped you navigate the industry.

Pete Gosselin. He was calm, thoughtful and always offered practical life advice. He reminded me that once in a while we do get to make some wild and fun work in this industry. But a lot of the time, it’s just work. So, let’s make the most of it. Make friends, be social, have fun and don’t take it too seriously.

What would you be doing if you weren’t in advertising.

Mechanic. I love working on cars and motorcycles. It’s straightforward, hands-on and rewarding. One day, I’ll end up opening a dusty neighborhood shop. And my wife loves working with flowers. Maybe we’ll be the world’s first florist/bike repair shop: Pedals and Petals.

2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.

Clio Health Second Deadline 25