Good Money Counting Kit

20+ original streetwear designs and full digital/physical brand collateral for a Richmond, VA apparel label, built out from 2019 to 2024.

A five-year design partnership with a Richmond, VA streetwear label; 20+ original apparel designs, brand logos, and print/digital marketing material built alongside founder Brent Royal from the ground up.

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Their story started here

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We kept asking people how they found out about Chord, and the answer was almost always the same: ‘We saw you all over social media.’ It was pretty cool seeing the online buzz actually bring people through the door.

- Andrew, Manager

More and more, we’ve had customers come in saying they saw us on Instagram or recognized a dish from something we posted. It's been really nice having local residents finally check us out!

- Mohammed, Manager

From the graphics, to the story, to the messaging, it made what felt like an overwhelming project and concept so easy to come together. More than anything, it feels like we are true partners with the same NoYa mission.

- Rahna, Owner

I've worked with NEFEFFECT on several projects now and they never disappoint. Every time I give a basic idea, Nick has a way of turning that basic idea into exactly what I had in mind, just couldn't put it into words.

- Merid, Refresh Music Group

Good Money Counting Kit (GMCK) is a Richmond, VA streetwear label founded by Brent Royal in 2020, blending high fashion with new street trends. NEFEFFECT has designed the brand's apparel and marketing material since 2019, starting back when Nick and Brent were classmates at VCU. Apparel design: Over 20 original pieces designed for GMCK's collections - hoodies, jackets, joggers, and tees, including the NYC Hoodie, the Go Getter capsule, the PGLGM jacket and pants, athletic tees, and a run of pop-culture tribute designs (Lil Wayne, Whitney Houston, ASAP Rocky, Kobe Bryant, Destiny's Child, and Boondocks) alongside original jersey and wrap logos. Every design was prepped and handed off print-ready to GMCK's apparel manufacturer for production. Brand and digital material: Logo suites, podcast cover art, and printed marketing pieces rounded out the brand's identity across every touchpoint, digital and physical. Giveback mission: 10% of GMCK proceeds fund Good Money Giveback, the brand's own 501(c)(3) - including a dedicated "Good Money Giveback" tee design NEFEFFECT created to support it directly. Ongoing partnership: What started as apparel design grew into a standing monthly marketing retainer, a relationship that has continued for five years running. Result: A distinct, hand-crafted streetwear identity that GMCK now sells direct at gmckclothing.com.