New brand bible

Crisp Thinking

Crisp Thinking came to us with a brief to rebrand their core product: imsafer: a service that monitors and safeguards your children's activities online. Having won many awards and been very successful the brand was getting picked up by a lot of affiliates and needed some strict guidelines on its brand usage.

Our previous experience with online child protection (CEOPs corporate identity treatments, websafecrackerz.com (online child protection advise hub for MSN)) gave us a good grounding in online child safety but we learnt plenty more on this project, a landmark for us in our work with child safety.

Gone were the outdated images of alarmed parents and "oblivous" kids (who happened to always be on the internet on their beds...). In was positive, clear and simple language, offering a common sense attitude to protecting your kids. We moved away from selling the brand as an alarmist -" it can happen to you" - ploy and instead marketed it like a product that made sense, that was easy as hell to use, and one that didn't ruin your internet experience.

We refreshed the logo, lightened the colour palettes, increased the font sizes, raised the breathe on the layout and overall, injected a cleaner, simpler and forward thinking personality into the brand.

As much as the subject was very serious we had great fun with Crisp Thinking fulfilling the brief - and not surprisingly we were very proud to be part of their product delivery. It really is crisp thinking.