Marx Design 60 Thankyou Chapter Zero

  • Pou Auaha / Creative Director
    Ryan Marx
  • Ringatoi Matua / Design Director
    Manuel Payan
  • Kaituhi Matua / Copywriter Lead
    Daniel Flynn
  • Ngā Kaimahi / Team Members
    Tristan O'Shannessy, Rachel Dredge, Beth Xia, Janine Bickerton, Prudence Marx, Anushka Harrison, Lydia Harden Bull, Michaela Spratt
  • Kaitautoko / Contributors
    Yuki Sato, Daniel Flynn, Drew Roberston, Nadene Irving
  • Client
Judge's comments:

An aspirational tool for businesses and partners fighting the cause of ending global poverty in our lifetime. The timelessness of the design and the book itself was of great quality.


Introducing "Chapter Zero": A Manifesto of Purpose and Reimagination
Every movement has a manifesto. This one belongs to Thankyou.
Australian-based Thankyou is a design-led social enterprise with purpose to reimagine consumerism and redirect trillions of dollars of profit consumer spending toward eliminating extreme poverty.
What happens when you reduce your in-house team from a score of hundreds to under ten people - quickly? Creating a lean, thoughtful business that leans on the experts in business partnerships. With a suite of new, trusted partners, Thankyou needed a true north; a compass that could easily induct hundreds of individuals into Thankyou ‘All Team’. Does knowing ‘the why’ for Thankyou help? We think so. This business communication piece serves as a compass for the brand to inspire alignment among team players, suppliers, and collaborators.
Chapter Zero can never be bought; it can only be given. It’s written for everyone on the inside. A unique copy is given to each team member and partners working with Thankyou.
Chapter Zero is designed to be timeless and understated, bringing ideas to the forefront. Crafted so that if someone was to pull it from the bookshelf in 10 years’ time, it would still be as relevant as the day it was created. The uniform use of one typeface (Neue Haas Grotesk), the black and white photography, its size and weight, and the hidden print finishes - all make you take notice. There are 200 handcrafted, hand-numbered books, each taking 2 hours and 45 minutes to physically construct. This book demands attention.
Within this book of ideas is a journey to uncover and discover. You’ll have to look at some pages from a different perspective; on others, you may need to carry the whole book into the light. For some pages, you’ll literally need to pick up a pencil and set time aside to create and explore. It serves as a brand standard working alongside “Compass Bearings” the online, always accessible brand guidelines.
While the natural step after Chapter One was to launch Chapter Two and beyond, Thankyou realized that to go forward they had to first go backward, in order to make sure the foundation was strong enough for what would be built in years to come. Chapter Zero documents the secrets they discovered from their past, and the ideas that will ultimately deliver the future. Like a compass is to the pioneer, Chapter Zero is to those who are co-creating, co-imagining, co-pushing the limits of this idea with the infinite potential of Thankyou.
This is a story of collaboration. From a writer who penned this during some testing times, to the editors pouring over every detail, to the idea generators & refiners who wouldn’t settle until it was right, to the artisans of their craft who put down some of their life’s best work. For those involved, this project carried a weight unlike anything they’d worked on before. Not just because of the art itself, but because of the purpose of what was being created.