Description:

Our design exploration for the Thankyou master brand started with a stop, a full stop. We borrowed the device from the Thankyou logo, expanding it to show the endless possibilities of an imperfect circle. From a pebble to a planet, the organic shape resonated with our theme of how small steps can lead to big change. The circle created a visual system which could be pushed in a range of directions, an almost limitless icon to be multiplied, split or used to show perspective.

Monochrome black and white offered a way to communicate Thankyou’s worthy, thought-provoking brand messages in a graphically simple way, stripping back any superfluous information. Drawing from references as diverse as card games and street posters, we created a range of branded assets including a selection of minimally branded apparel around the theme of “The Inside Out.”

Thankyou is definitely not business as usual. A charitable trust employing consumer products to spark radical wealth distribution, their dream is to create a world where poverty can be completely eliminated.

We understood that driving change to rethink how we live is serious and potentially challenging territory. The tone needed to be clear and slightly weighty given the nature of what Thankyou were aiming to achieve. At the same time the campaign needed to inspire and uplift, to bring stakeholders on board and communicate the big picture goal clearly.

The master brand campaign helped narrate the Thankyou story in a direct and compelling way, breaking down the complexities of their unique mission and presenting them graphically. For a brand challenging the very nature of consumerism; Thankyou has been on a roll, striking a chord with conscious and caring shoppers in Australasia and hopefully one day, the rest of the world.