Threshold is a sports events and marketing business. The brand was born from the passion and determination of its founders, one of whom is double Olympic gold medalist James Cracknell… so they're pretty passionate and determined. The name and line 'More is in You' both come from the idea of finding your limit, and pushing beyond it. Whether you're trying run 5k a few seconds faster, or after a third gold medal, it's a universal idea that relates to us all. The forward slash icon is a visual short hand for the whole thought – literally the threshold being pushed. James Cracknell and Threshold introduced me to The British Paralympic Association, who have been clients for many years – so I have more than just a brand I'm proud of to thank them for.

When: 2008–09 Where: DCD
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