What does what we do at Freethinking have to do with space, space travel, rockets and galaxies?

There are a few occasions in history which one can truly claim as ‘world changing’. It is on one such an event or photograph of said event that our Brand’s story has been crafted.

On Christmas Eve of 1968, Apollo 8 astronauts Frank Borman, William Anders and Jim Lovell were the first humans to witness an Earthrise as our home planet came up over the lunar horizon. The photos they captured were the first of their kind.

Once the people of earth had an opportunity to look at the pictures, something extraordinary happened. We had a profound shift in perspective.

For the first time, it was evident that our planet is not unfathomably huge or infinite. It was, in fact, small and fragile, exposed to the darkness of space.  The effect this realisation had was that people started to realise that we need to look after the earth. It inspired things like the green movement, earth day, the hippies and anti-war protests.

This photograph is responsible for the long-term effect of having a planet for future generations, to not just survive on, but thrive on.

It is this profound ability to change the perspective of many that inspired Freethinking’s Brand story.

As Freethinkers, we strive to see things both for what they are and for what they could be, from as many perspectives as possible in order to manifest the best outcome for all involved, along with the ability to articulate these perspectives as powerfully and to as great effect as the photograph ‘Earthrise’.

There are countless such moments and stories tied to humanities’ exploration of space. The very act of leaving behind the familiar, to venture out into uncharted territory, to lead not only a small group of people but a world of nations.

Brand story helps simplify the complexities of a vision and conveys a business’ purpose to the outside world. As John Kotter and James Heskett demonstrated in Corporate Culture & Performance, companies that convey purpose and value can outperform their counterparts in stock price by a factor of 12 and have a profit performance ratio 750x higher than companies without shared values.

In other words: having purpose and values as a business sells, but to do that, they need to be communicated with a story that captures people’s attention.


Einstein’s Theory of Relativity was preceded by one of his famous “thought experiments,” in which he imagined himself riding a light beam into outer space while holding a mirror in front of his face, he said, “I rarely think in words at all.” No wonder Aristotle, centuries before, concluded, “It is impossible to even think without a mental image.”

Simply put, a metaphor is an application of one concept to an object or concept it does not literally denote. A metaphor calls attention to a similarity between two seemingly dissimilar things and, in so doing, establishes the kind of creative tension that has the potential to spark quantum leaps in thinking – the kind that generates insight and discovery.



Since the rebrand in 2016, our design practice has more than doubled in size. For the first time since our inception, we have a MANCO team. We also have a new CEO, Mike Harbinson. It’s time for us to signal change and stay relevant in our market. Our current guise had outgrown the limits of its capacity to carry us forward. Cramped in our small ship, we needed to find a new place to call home.