Tech Unicorns need a brand to match their innovation

Branding Beyond White Labels: How Purpose-Driven Branding Transforms Tech Companies

Why tech unicorns need a distinctive product brand to match their idea!
“Keeping everyone safe on line” is the purpose behind HarmBlock, from SafeToNet which started life as an algorithm. Hard to imagine, explain and even harder to express the benefits, we needed to create an exciting user journey for all stakeholders.

The Context
When 81% of teens face harmful online experiences and 50% of children are exposed to pornography by age 13, tech solutions need more than algorithms—they need identity. HarmBlock, which prevents explicit content before children see it, faced a critical challenge: how to stand out while solving an urgent global problem.
Our work with Safetonet to create a product brand for their innovative technology, they had been developing, transformed HarmBlock from an algorithm into a powerful brand with purpose driven story to tell. With new safety legislation emerging worldwide and a 27% increase in self-generated inappropriate imagery (65% increase from 7-10 year olds), the stakes were too high for anonymity.

The logo was born in tech but inspired by human nature. We boiled down what the emotional end benefit of using the product would be – allowing children to thrive and grow. This became the springboard for the logo concept as we created an iconic mark that, (like intel inside or Bluetooth) would be synonymous with blocking harm on all devices over time.

We brought to life a product brand by developing a bold icon system of key brand assets, using a 10 x 10 pixel grid. With a distinctive colour palette of black, hot purple, white, the disruptive font and bold headlines, the visual language is bold, perfect for mobile devices. The algorithm and is strong message, needed to be brought to life with a point of view, attitude and style.

Creating a brand is looking at every asset, aspect and element and how they can be used to tell an engaging visually story to build awareness and create recognition over time. Developing a responsive website design was key as most users will access on a mobile.

HarmBlock – stay safe, grow free