Safely - Brand Creation
Location Labs was a pioneer in device management services created for families. We partnered with all the top-tier U.S. phone carriers, Sprint, TMobile, AT&T, and Verizon as well as international carrier, Telefonica.
Role & Impact
Creative Director
October 2004 - December 2014
I joined Location Labs as the first design hire, I built and managed the design team including an offshore team. Over my ten years at the company, we partnered with top-tier cell carriers to launch first-of-their-kind products for families. We also launched our brand, Safely, from scratch.
The organization was highly collaborative, I worked across a multidisciplinary team including web developers, mobile developers, product management, and the executive team.
My team was a contributor to a successful acquisition of the company.
Product Goals:
Create a brand from scratch to raise awareness of our contribution to the white-label products we created.
Build relationships through brand touchpoints with our core customers by creating useful content for parents.
Create strategy and assets for co-branding within white label products.
Use brand assets to create experiences for mobile, web, and social media to engage kids and parents.
Create Safely branded products that are pathways to paid products with carriers.
Safely Brand
We created our brand to raise awareness about our product design and development achievements in our white-label apps. Safely was also used as a channel to reach potential and current customers and provide helpful content for parents raising tweens and teens with phones.
Brand creation included defining all brand assets, photography, typography, color palette, customer personas, brand pillars, content guidelines, and brand strategy. The design team worked directly with the executive team throughout the process.
Brand Book
Persona
Social / Newsletter
Branded Apps
Website
Safely Go app, blocks calls and texts and allows customers to select allowed contacts and apps.
Safely Check-in app for kids to send location and messages to parents.
Info Graphics
Working with product data we created info-graphics that were successful with our target audience of parents.
LEARNINGS
The Safely brand nurtured relationships and loyalty with our target audience by offering products and content that supported the parenting journey of our customers.
Our branded products allowed us to test, get feedback and iterate quickly which allowed us to fold our learnings back into Carrier products.
By defining our brand values and ethos for Safely we created a foundation that informed the experience across all products.