SafeToNet

SafeToNet needed a new brand to match its vision ‘to build a healthy world online’ in order to propel the business forward into the next era.

SafeToNet’s goal is to reset the net, making it a place where children can explore and grow freely, without the risk of harm. SafeToNet’s AI-powered technology, HarmBlock, can do just that: it can keep children safe online. This brand needed to sit above the sub-brand of the product proposition Harmblock. As part of the creative thinking we needed to ensure SafeToNet as a masterbrand would connect visually with its product brand.

The challenge is that the stats surrounding SafeToNet’s mission are shocking and the information the organisation needs to share can be very grim. How do we show that as a brand, visually and verbally? It’s an organisation of educated pioneers, eternal optimists putting an end to online anarchy. The brand needs to have an air of gravitas—SafeToNet has 10 years campaigning and legislating under their belts—to show not tell, to be positive. It has a solution!

Something very different to everything else going on in the tech space. Many of the brands in this space focus on the problem of online risk and safety rather than the positive effect and benefits of using their technology. They also all look very similar.

We took a different approach.

The serif font on the logo gives it a highbrow feel, while the mix of lower and uppercase letters brings a more human note. The colour is an optimistic purple and the colours of the sunrise, while the key visuals are visually appealing but conceptually deep. We created stylised black and white images with layers of collage and illustration to communicate SafeToNets messages. We consulted all stakeholders as a creative team at each stage to take everyone with us on the brand journey, to make sure we created a brand that would reflect the work that is being undertaken at SafeToNet.

Collaborators

Helen Hartley

Lee Roy Fairclough

*THIS BRAND IS STILL A WORK IN PROGRESS. MORE TO COME ON THIS LATER.

Creating the SafeToNet brand was a journey, and we couldn’t have done it without Helen and Anna. They went beyond the typical client-agency relationship, becoming true partners who poured everything into this project. Lara Chapple, Chief Marketing Officer, SafeToNet.