Organisers of the inaugural MA (Mother Africa Sustainability Summit) approached me to create an identity for their online environmental conference. With zero-carbon as a guiding ethos, I created a campaign that lives and breathes entirely online. This exciting challenge ultimately developed a campaign that would emote a sense of responsibility and anticipation, with tangible reach and impact. Think/See/Action came out of this process. A call-to-action that aimed to intrigue, inspire and promote the event, putting the onus on the individual to investigate and, ultimately, “join the movement”.