Helen Hartley Consulting Leeds

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

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 CHALLENGE
Technology is an essential part of children’s lives. Their devices allow them to explore, socialise and learn online. But over the years, they have been vulnerable to online risks, greatly impacting their development. Preventing the consumption, creation and distribution of harmful online content before the damage is done, has a huge impact on society. Intercepting harm before it can have a negative impact, ie. getting to the root of the problem, means that people avoid early trauma or curb destructive habits.
THE OPPORTUNITY
Safetonet had worked on HarmBlock technology which makes any device itself safe, children and adults can safely use all their apps and platforms. Connecting, learning and growing in a healthy way. We developed an identity that reflected the online world and serious nature of the subject matter but with a human approach. Using the semiotics of technology brands with black as a canvas with positive almost neon colours bringing the identity to life in the digital world. An innovative on-device safeguarding technology that reflects our deep commitment to those who need protection the most. HarmBlock is more than just a product with a logo; it’s our commitment to building a safer online environment. HarmBlock was developed in conjunction with Internet Watch Foundation and can be deployed to detect newly generated, uncategorised CSAM and automatically block content that is deemed harmful.
THE SOLUTION
The Harmblock brand was developed to express the end emotional benefit of using the technology. Many brands wax lyrical about the technology, the complexity or the product features. At Safetonet the team wanted to connect humans and technology in a more emotive way to show that technology is a way to a more emotive end benefit.
“Humans can develop and grow properly, instead of being stunted and damaged. Now more than ever, is it crucial to protect young people in their vulnerable early years. and outcome of the use of the technology and the final emotional benefit for the end user. That’s what HarmBlock does it gives everyone the best chance to flourish. The movement and further development of the initial brand which has just blossomed will play on the theme of healthy growth of mindset and behaviours as we develop the brand communications and website further.

From start-up symbol to global force
Within weeks of the rebrand, HarmBlock began attracting attention from global telecoms firms that had previously been out of reach. White-labelling clauses were dropped, and investor interest surged. “The brand gave SafeToNet the confidence to say no,” says Wanczyk. “And it gave the technology the voice it needed.”
That voice will soon reach even further, as HarmBlock is set to feature on a “safer phone” for children being developed by SafeToNet and HMD, makers of Nokia. Seeing the logo printed on devices that children will use daily is a major milestone.
“It proves that big things can come from small, independent teams,” says Chapple. “You don’t need a giant agency. You need people who care.”

MADEIT CREDITS

  • Anna WanczykClient
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