Gordon's initials are perfect fodder for a creative, so to create a logo from GR with the idea of adding letters later on to create simple messages was a godsend. But when I was asked to include T for Tana I thought GTR just wouldn't work. Then a penny drop moment - make the T part of the G! My idea for the "eat and donate" campaign explaining to diners how you can opt-in to add £1 to you bill in aid of the charity would still work. It was a little table topper so I thought the idea of calling it the GReat donate was nice. The amount this simple idea raised for the charity was incredible too. Worthwhile in every way. One of my favourites during my time at Great Ormond Street.