New company Raising Digital Citizens to help parents and children foster a healthy digital culture

The Danish company sought the help of London-based Greenspace to craft its brand strategy, narrative and visual identity. The creative consultancy designed the brand idea ‘Play to a better future’, aimed at raising competent digital citizens.

The purpose of Raising Digital Citizens is to reimagine information surrounding digital behaviours and technology for parents when their children want online independence. The organisation feels current attitudes are generally based in fear, meaning guardians may ban their children from going online, and that conversations may be a remedy to this.

Greenspace produced an authoritative yet approachable identity for Raising Digital Citizens that extends across online and in real products. This was achieved by capturing the brand's essence through its ‘Play to a better future’ idea.

The logo design includes custom ligatures to add character and mimics text message chats with its offset words that span across three lines.

Much of Greenspace’s work revolved around creating a conversation cards product, comprising a colourful box set, cards, instructions and a guide for parents. True to the company’s mission, it hopes to lead to conversations around online literacy. The optimistic and colourful product incorporated a luminescent lime-green as its primary colour, while PP Editorial New and Mabry were respectively used as the lead and body-copy typefaces.

Meanwhile, a range of unusual shapes were adopted to represent the seven topics the product addresses: communication, bullying, wellbeing, critical thinking, safety, consent and gaming.

Lene Nielsen, managing director at Greenspace, says, ‘Working with Raising Digital Citizens, Greenspace developed the brand strategy, brand identity and brand applications for this visionary client, supporting the development of a much-needed communication tool for parents and children to discuss online behaviours and safety in a playful way.

“From the outset, Greenspace focused on the lasting impact of this project and the legacy it creates. There couldn’t be a more urgent topic than raising the next generation of online users in a supportive, collaborative family environment.”