11: trust-led brand awareness design
A company offering online safety tools for families and vulnerable users was struggling to communicate the real-world impact of its products without resorting to fear-based messaging. The audience either tuned out due to desensitisation or felt overwhelmed by abstract threats. The brand needed a way to create emotional urgency while still empowering its users to take meaningful action.
I was brought in to design a values-led educational asset that would:
humanise the issue of online safety through lived experience
rebuild trust in preventative tools without guilt or panic
activate behavioural friction—making safety feel necessary.
the strategy
Collaborate with a real user to share a first-person narrative that framed the psychological aftermath of online manipulation, shifting the story from “what happened” to “what I wish I’d known”
Embed behavioural insight triggers into the story arc—specifically, future-regret framing, emotional resonance, and identity-aligned decision-making
Position the brand as a compassionate safeguard, not a technical solution—focusing on emotional safety, not surveillance
Design the video as a community entry point: used in schools, online forums, and private parent groups to spark conversation, not just raise awareness.
the impact
Viewers expressed strong emotional engagement and trust, with qualitative feedback citing it as “eye-opening” and “finally a brand that gets it”
Used as a flagship asset across email journeys, webinars, and live talks, driving a measurable lift in demo requests and event sign-ups
Launched a complementary Pinterest trust archive to extend reach through visual storytelling—achieving 56K+ impressions, 325+ saves, and 20K+ audience reach, reinforcing values-first positioning in evergreen, shareable formats
Reframed the brand as a human-first ally, building credibility through compassion and transparency—without fear-based framing
Laid the groundwork for moderated support circles and trust-based communities, particularly among parents, caregivers, and educators.
kw. digital safety education, vulnerability reframing, emotional trust architecture