About Equals playful rebranding for family-oriented cybersecurity service
Just Ask Max is a cybersecurity company dedicated to helping parents navigate the world of digital safety and wellbeing in areas such as sexting, screen time, and online fraud.
With the service aimed at appealing to parents, children and investors alike, Among Equals rebranded the company – formerly known as Simple Cyber Life – and redesigned its visual identity with a friendlier character, with the typical harsh aesthetics of cybersecurity has been avoided.
The rebranding is based on the idea that it is a jungle and accordingly features animal emblems, including the elephant character Max, who is supposed to evoke a strong, wise protector at the heart of the new identity system.
According to the agency, the elephant motif was the focus of the font selection, from the satisfyingly chunky "elephant font" Tusker to the new logo that transforms the profile of an elephant's head into a "J".
The elephant analogy also informed the copy selection with headings like "Let's root out cyberbullying" and calls for actions like "Join the Herd". The jungle theme is expanded to include accompanying illustrations that were developed for Just Ask Max, as shown with playful bird figures and a particularly relaxed sloth.
Recently, branding for digital products has changed noticeably and a softer, more human quality has been introduced, as evidenced by the visual update of ExpressVPN from DesignStudio. Just Ask Max's rebranding continues in this direction, although it feels particularly well placed here given the company's family focus.
amongequals.co