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. Our design exploration for the Thankyou master brand started with a stop, a full stop to be exact. We borrowed the device from the Thankyou logo and expanded it to show the endless possibilities of an imperfect circle. From a pebble to a planet, the organic shape resonated with our theme of small steps leading 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. 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. Since then, Thankyou has been on a roll, striking a chord with conscious and caring shoppers in Australasia and soon, the rest of the world.