This Day are committed to building a fairer future for new generations. A future in which all young people can access the resources and opportunities they need to live, grow, and thrive. They focus their efforts on investing in leaders and organisations working towards systemic change, to spread opportunity to all young people.
Good Point worked closely with the This Day team to establish the brand pillars and strategic approach foundation. They needed a design team with the experience, imagination and passion to bring the visual identity and storytelling to life.
We kicked off this project with all hands on deck, recognising that this would be one of the most significant projects O Street would be involved with this year.
We first worked with Good Point to explore the visual tone of voice through a series of strategic brand workshops. We explored the core values, ecosystem of audiences and a visual approach that would capture the nature of This Day’s positive and powerful brand essence while remaining down-to-earth and authentic.
Putting the feeling of optimism and fulfilment at the very heart of the brand, we created an expressive hand drawn sun symbol—the source of all life on our planet. We led with this concept to develop an ownable symbol for the brand, with spin off icons based on the core logo representing the various facets of the organisation.
From there, we grew a brand language that focused on the vibrant spirit of activism: a colour palette that reflects the sequence of the sun from dawn to dusk, a collection of hand drawn elements and motifs and a fiercely bold approach to typography.
All these brand assets come together to form a visual story and provide a toolkit for the This Day team to grow over time.
To help launch the new foundation we created a simple brochure website, with the help of our developer partners Infinite Eye. The foundation is just getting started, and we can wait to see what the future holds. Expect big things.
Alongside the core This Day brand, we created a sister brand to the foundation—This Day Capital, a more muted branch of the company, reflecting the ethical investment side of the organisation.
“Working with the O Street team has been a real joy. The team led the project with energy, imagination and humour and always pushed for the best ideas, creative and potential at every stage. We’d heartily recommend them and hope to work with them again soon”
— Yoav Segal, Creative Producer