THE SOLUTION
Many of the brands in this space focus on the problem of online risks and safety rather than the positive effect of the benefit of using the technology. SafeToNet is a pioneer in online safety and with over 10 years campaigning and legislating they needed to be confident and purposeful with the brand refresh. With an established professional reputation, we needed to ensure we consulted all stakeholders as a creative team at each stage to take everyone with us and create a brand that would be worthy and reflect the work that is being done and live up to the vision. We were brought into the journey and helped to define the brand strategy, values, vision and mission both visually and verbally. Translating the strategy into a living, breathing, credible and cutting edge brand. The tone and personality of the SafeToNet needed to a perfect balance for all stakeholders from government bodies, world forums, to business leaders and citizens everyday. It is not a direct D2C brand but it was imperative to ensure the brand could connect to everyone on a human level and in the future be part of the community on and offline.

Brand architecture also needed to considered simultaneously and we were cognisant that this brand needed 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 CREATIVE THINKING
The brand was built with human and tech in partnership working hand in hand, to create an optimistic and positive outcome. Running a creative definition session with the team we co-created a visual direction for the brand, which then formed the basis of the creative brand brief. Ensuring all stakeholders within the brand from the founders to new team members were involved, consulted or informed dependant on their roles to take everyone on a collective journey. With this we could then produce creative territories and ultimately design concepts that all resonated with the brief in different ways.

Feedback from the team was critical after 10 years of a brand changing anything can be a daunting and scary process that can result in a default safe choice of brand evolution. We didn’t play it safe, we were bold and took the team with us, where we know they needed to go visually to support the ambition of the business and the impact it could have. Being brave is never comfortable or easy for clients but sometimes the push for a brand refresh needs to be significant to strategically allow the delivery of the vision. That’s why you will see the before and after as a radical move on and the assets we are in the process of creating will change the visual landscape in the category. (more to come over the next months as we build the assets)

The brand mark has been transformed into a confident, punchy and personable logotype, using sentence case to be more human but keeping the brand name unique as one word, with upper case helping the legibility. The emanating wave represents the sentiment that each day is a new day is limitless with possibilities and SafeToNet represents a new dawn, a reset of the online world.

Using an optimistic colour palette with purple and the colour of the sunrise, against a white background to feel free. The emotional benefit of the brand will be further expressed with the use of the imagery that couldn’t be further away from this sector if it tried. Gone are the depressing and polarising images with dark undertones. We will use metaphors and bring the sentiment of the statements to life with stylised black and white images and layers of the SafetoNet optimism on top using illustration. (we will share more as we create the content!)

https://safetonet.com/