DALLAS PETS ALIVE

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 view of a starry night sky seen through a natural rock formation with colorful sandstone walls, 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 'threshold.world' logo before and after redesign, showing a shift from a light-colored, spaced-out font on white background to a bold, white font with a dark background.
A digital design dashboard showing sections on design principles, logo system, typography, color palette, photography, layout system, motion, and content, with visual examples and color swatches.

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 website called 'threshold' featuring a dark, starry night galaxy background in a canyon or rock formation. The site discusses brand guidelines and internal code for 't.two code' and 'threshold brand system.' It includes sections with headings like 'welcome,' 'an invitation,' and 'make it matter,' with an image of two people taking a selfie outdoors.
A graphic of a diver underwater with overlaid circular chart showing sections labeled 'Logic', 'Emotion', and 'Credibility'.
Screenshots of a presentation explaining the concept of 'threshold' with visual examples of lines in different positions and directions, illustrating positive progress and the importance of the line's direction in design.
A webpage about logo design principles, featuring the 'threshold' logo with labeled color and partnership elements, and notes on usage. The page includes a sidebar menu and download option for logo assets.

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 plan with the word 'threshold' in large black font, accompanied by guide lines labeled 'LOGO LINE EXTENSION' on the right and bottom.
A collage of photos showing digital screens and devices displaying the word 'threshold' and related messages about solutions, efficiency, and building options for good. One photo features a smartphone with a woman's smiling face, another shows an outdoor advertising screen with green background and text, and a third depicts a bus stop with an interior screen showing nature scene and text about efficiency.
Large uppercase and lowercase letter 'A' on a dark background, with the word 'APTOS' in small font at the bottom right.
Color palette featuring eight colors labeled Sage, Smoke, Slate, Gunmetal, Earth, Fire, Ocean, Onyx.
A collage of four images: a smiling woman with curly hair wearing a yellow shirt, a narrow canyon with orange rock formations, a computer screen with colorful code, and a woman working in a green field with a headscarf.

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 of a landscape showing a brown field on the left and a dense green forest on the right. Overlay text includes 'threshold,' 'solutions for good,' and a website URL.
Collage of images related to the brand "Threshold" including a laptop with the website on screen, banners with the brand slogan, a tablet and a smartphone showing the website, a person working on a laptop, and business cards with the "Threshold" logo.
Digital design layout showing variations of the word 'threshold' with different background colors and text color schemes, including color palettes and typography, on a white background with descriptive 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.

Screenshot of a website page titled "Our why is deeply rooted in our origin." It features a section called "why, our philosophy" with a list of items, a large bold statement "make it matter," and detailed explanations of "make," "it," and "matter." The website menu on the left includes options like welcome, an invitation, our voice, how we write, design principles, logo system, typography, color palette, photography, layout system, motion, content, resources, words we own, and an appendix.
A webpage explaining the icon for 'threshold.' It features three images of the threshold icon with different levels of text and a description stating that the icon symbolizes crossing a threshold, representing a pause or a moment of crossing, used as a brand when steps back.
Screenshot of a webpage showing the logo design system for 'threshold partnerships.' The logo features 'threshold' in black text with a vertical red line replacing the 'l,' alongside the Microsoft Solutions Partner logo in colored squares. The page includes explanations of partner colors, concepts of partnership, usage notes, and options to download the logo suite.
A website page with a menu on the left, a quote by Lina Pérez-Lammot in the center, and a paragraph with a landscape photo at the bottom right. The quote reads "Make it human. Make it matter." and the landscape photo shows a man with his back looking at a desert scene with rock formations at sunset.
A webpage showing information about 'threshold' with a navigation menu on the left, a section titled 'how it works' with instructions, and an app icon with the label 'threshold.' The instructions mention using it in small spaces, keeping it upright, applying threshold colors or neutrals, and letting it signal presence.

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