Thrive by the business times
Launch Campaign
Context:
Thrive is The Business Times' content platform for young adults navigating money, career, and business. Despite offering genuinely useful content, it struggled to cut through to an audience overwhelmed by financial noise, from hustle culture flexing to jargon-heavy news.
The Challenge:
How do you make a news brand feel relevant to a young generation drowning in information but starving for clarity?
The Solution:
A brand film and campaign built around one simple truth: the world isn't short on financial content, it's short on content that actually makes sense. We positioned Thrive as the antidote to overwhelming noise, using a "clarity" visual device across film and KVs to dramatise the moment clarity arrives.
We also developed a comprehensive brand book — bringing together Thrive's visual identity, tone of voice, and design system into a polished, structured document that ensures consistency across all touchpoints.
