MCDONALD’S

When your work is trusted with impact, your brand can’t afford to be unclear for even a second.

threshold partners with for purpose organizations to design and build solutions that help teams fundraise, manage data, and understand their impact. The company had grown, but the brand had not. Two names carried equal weight in market, threshold.world and b.world, splitting recognition and creating confusion. The offer was difficult to explain, and the identity was complex and inconsistent. For a B2B brand operating in mission critical work, confusion is a liability.

A cave view looking up at the night sky with stars and the Milky Way, with the word 'threshold' overlaid.

The work started where it should: inside the company.

We embedded with the team to uncover the foundation: a mission to build solutions for good, a vision for a regenerative future, and a defining value proposition that could organize everything, clarity.

Comparison of the word "threshold" in two versions: one on a white background with gray text and one on a dark background with white and gray text, labeled 'before' and 'after'.
Screenshot of a website page showing design elements for a project called Threshold, including logo system, typography, color palette, photography, layout system, and motion, with a navigation menu on the left.

Pulled from the wordmark and extended into a line. The threshold dash marks the moment where complexity becomes clarity. Then brings that clarity everywhere threshold shows up by framing content, setting hierarchy, and guiding the journey. 

Screenshot of a webpage from threshold with a dark mountain and starry sky background, titled "t.two code" with a subtitle "threshold brand system," and an introduction paragraph explaining the internal code of the brand system. The page also features a black-and-white photo of two people outdoors, and a black box with the text "make it matter."
A screen showing an underwater scene with a diver and a graphic circle labeled 'credibility' with segments labeled 'logic' and 'emotion'.
Screenshots of a website page explaining the concept of 'threshold' with images and text demonstrating changes in reading order, the use of lines for structure, and the visual progression of the threshold concept, including visuals of a cracked ground, plant planting, and a person with arms outstretched at sunset.
A webpage showing branding guidelines for 'threshold' and its partnership with Microsoft. The page includes logos, color explanations, usage notes, and a download button for a 'threshold logo suite' asset.

The system was codified in the brand book and implemented across the website, social, templates, decks, communications, and event and partnership applications.

We brought the system to life across the brand book, website, social templates, and real world moments like the NetHope partnership and event presence.

From there, we rebuilt threshold around the job it is hired to do: turn complexity into clarity.

We unified the company under one name, rebuilt the logo for legibility, and created a scalable identity system anchored by the threshold dash, a simple tool that connects, organizes, and guides.

Design mockup showing the word 'threshold' with a vertical line extension labeled 'LOGO LINE EXTENSION' on the right side, and a similar extension at the bottom.
Collage of four images promoting the brand 'threshold'. The top left shows a large screen with outdoor nature scenes and the text 'solutions for good.' The top right features a sign with a hand holding a leaf and text about efficiency and AI. The bottom left displays a tablet with the 'threshold' logo on a wooden table. The bottom right shows a smartphone with a black and white portrait and the 'threshold' logo lying on sandy ground.
Large stylized letter 'A' in uppercase and lowercase with the word 'APTOS' in small letters in the bottom right corner.
Color palette chart featuring eight colors labeled from top to bottom: Sage, Smoke, Slate, Gunmetal, Earth, Fire, Ocean, Onyx.
A collage of four images: a smiling woman with curly hair in a yellow shirt, a slot canyon with reddish rock formations, computer code on a screen, and a woman in a green headscarf in a field of tall grass.

Supporting elements reinforce clarity at scale through legible typography, grounded photography, and a color world rooted in elemental references: earth, fire, ocean, and air. The motion line structures, reveals, transitions, and connects.

An aerial view showing a transition from a brown, dry landscape to a lush, green forest with dense tree cover. Text overlay includes the words 'threshold' and 'solutions for good' along with the website www.threshold.world.
A collage of digital devices and signage related to the brand 'Threshold,' including a laptop, a smartphone, a tablet, printed business cards, and outdoor banners, all featuring the brand name and messaging about making complexity into clarity.
A digital color palette with various color swatches and a design grid displaying different typography layouts for the word 'threshold' with variations in background colors and typography styles, along with explanatory text about logo placement and design principles.

Over the years, more than 1,200 organizations have relied on threshold, and a total of $1.8B in global funding has been connected through its platform. The refreshed identity now matches the responsibility of the work and is built to scale trust.

Webpage showing philosophy about making a difference, with large bold text 'make it matter.' and definitions of 'make,' 'it,' and 'matter.' A sidebar on the left includes a search menu with items like welcome, an invitation, our voice, and typography. The main content discusses the company's purpose and includes a quote about trusting people in technology.
Two diagrams of an icon labeled 'threshold', each with different design styles, and a description of the icon's meaning and purpose.
Screenshot of a webpage explaining and showcasing brand guidelines for 'threshold', a partnership with Microsoft. The webpage includes a logo diagram, usage notes, and a download button for the threshold logo suite, with a navigation menu on the left.
Webpage from threshold organization showing their mission and values. It includes a quote from Lina Pérez-Lammot, "Make it human. Make it matter." and an image of a person looking at a desert landscape at sunset.
Images of a digital app interface showing threshold settings with instructions on how it works, including small spaces for social, avatars, and favicons, with a dark mode toggle and a minimalist design.

CREDITS
Agency: Tomato Tomate Founder/CCO: Jose Benítez Strategy Director: Natalie Sophia Gandy Executive Creative Director: Ricardo Muñoz Design Director: Jesse Echevarría Senior Motion Designer: Abel Zhang Web Designer: Ana Barcena CD/Art Director: Francisco Arranz
CLIENT: threshold CMO: Beatriz Ayala Muñiz CEO: Lina Pérez Lammot CEO: Dan Lammot