Sasfin bank initiated Ideator, an internal programme encouraging employees to think beyond their day-to-day duties. The program supports creative thinking for everyday challenges and encourages staff to share their ideas via an online platform. Staff are also involved in the voting process and the best ideas awarded and then funded by Sasfin to bring them to light. The aim of the program is two fold 1. To inspire a culture of innovative thinking and 2. To get operations running smoothly through the ideas proposed by the staff themselves. We developed an identity that in itself inspires creative thinking by highlighting existing ideas and the thinking behind them. Ideator, made from ideas. The Ideator logo is based on building blocks, a simple invention with huge creative range. The blocks were used in different configurations supporting all the featured ideas.