This Day

This Day

brand case study

Naming a global charitable foundation


Gary Lubner, who made a fortune running the company behind Autoglass, required a name for his charitable foundation that helps young people find the opportunity to thrive, by investing in inspirational leaders and organisations that work towards systemic change. Its mission is to tackle multigenerational poverty and spread opportunities to young people around the world.

Our brief, via Gary’s adviser, was to create a name that reflected action today, social justice, challenging power, risk taking and transparency.


We followed our five step brand naming methodology to create a longlist of possible names, all screened for trade mark and domain availability. We identified a number of unusual naming themes that spanned justice, activism, humanity, numerology and social topics such as inequality.

Gary’s preference was for concise names that would be perceived as fresh, provocative and bold. 

The winner was ‘This Day’ – a name that communicates immediacy and urgent action, urging collaborators to make a positive difference each and every day – like a contemporary take on ‘carpe diem’. The name supports values such as leadership, empowerment and promoting radical change.


This Day is now operational, with a website using the domain

Current projects exist across South Africa, UK and elsewhere, incorporating a ‘Cradle to Career’ model for young people, a youth employment accelerator scheme and a youth movement for refugees and asylum seekers.