ABOUT

Free Thought supports organisations building a more just and equitable world. Amid global chaos, they see strategic opportunity and aim to drive positive change.

After three years, they sought to evolve from a start-up to a more professional brand; maintaining their ethos while presenting a formal image. We helped them define their brand strategy and visual identity, ensuring their thoughtful, hopeful nature shines through, even while staying in the background to support their clients.

We created a custom slab serif logotype that’s stable in structure with natural curves. This represents Free Thought’s future growth mentality alongside building stable organisational structures to get there. This is mixed with a vibrant accent pink to help an organisation that works in the background stand through the noise while the overall tone lends itself to a more supportive tonality.