Safetag is a professional audit framework that adapts traditional penetration testing and risk assessment methodologies to be relevant to smaller non-profit organizations based or operating in the developing world.

Internews, the non-profit organization in charge of fueling the safetag project, partnered with us to create a brand that could bring together a growing community of practitioners and non-profits organizations working on security challenges for grassroots groups around the world.

This project presented some unique challenges. Apart from creating the brand itself, which was a significant undertaking to materialize an abstract concept like an audit framework in a simplified manner, we also needed to present the style guide and brand book in a way that engaged the growing Safetag's practitioner community to learn and share with a visual culture that supports the main concepts and values that the Safetag project aims to broadcast.

Defining the brand identity was the foundation of the visual system.

Through different facilitated workshops about brand values and personality traits, we established the creative criteria for the brand identity:

Simplicity

Openness

Solidity / Security

Human

Community-oriented

With these values in mind, we designed the visual language using the two simplest geometrical shapes, the circle and the square. By putting people at the forefront, we created a person-like brand that conveyed the security aspect of the brand as well as its commitment to open initiatives.