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.
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.
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.
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.
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.
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.
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