Context

Thrive is The Business Times' content platform for young adults navigating money, careers 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 generation drowning in information but starving for clarity?

The solution

A brand film and campaign built on 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 the noise, using a "clarity" visual device across film and key visuals to dramatise the moment clarity arrives.

We also built a comprehensive brand book, bringing Thrive's visual identity, tone of voice and design system into one structured document that keeps every touchpoint consistent.