ABOUT

Concept
Just Ask Max is an online safety service for families - experts helping parents tackle issues from screentime to sexting. Before the rebrand, they were called Simple Cyber Life - a functional name that neither reflected the innovative, radically user-friendly nature of their service or their family focus. They were looking to scale the business and needed a brand that parents and investors could buy into.

Our insight - ’The internet’s amazing, but it’s a jungle out there’ inspired the name: Just Ask Max. It describes their service (worried about online safety? Ask these guys) and forms the basis for the VI. ‘Max’ is inspired by an elephant (M. Maximus) - a strong and wise guardian.

Execution
We chose an elephantine typeface (Tusker), created a wordmark, then drew an elephant symbol using the ‘J’ in ‘Just Ask Max’. Our elephant-inspired colour pallet was chosen for both tone and digital usage - grown-up and premium to counteract the more playful elements and worked across their digital platforms.

We brought Max to life at every possible point with copy just as important as design to the brand's impact:
headlines like ‘Let’s stamp out cyberbullying', calls to action like ‘Join the herd’
jungle-inspired illustrations describing their services while building a rich brand world - cyberbullies represented by cackling hyenas; children as little monkeys

Cybersecurity brands are typically boring with clichéd language and imagery (guard dogs, padlocks, cold ’techy’ colours etc.). We created a brand that’s warm and playful while communicating a serious message.

Results
The new brand is radically different from other players in the space, visually distinctive it engages their audiences and speaks to their concerns in a way the old one did not.