Wolff Olins creates new branding for Ashton Kutcher's non-profit Thorn

Wolff Olins' New York office has just unveiled its brand refresh for Thorn, a non-profit started by Hollywood 'slebs Ashton Kutcher and Demi Moore to "stop the spread of child sexual abuse material and stand up to child traffickers."

According to Wolff Olins, the organisation partners with the world’s most prominent tech companies including Amazon, Microsoft, Twitter, Google, Yahoo and Intel to help keep platforms safer.

The agency was brought in to refresh the brand in part to mark Thorn's five year anniversary, and to "harness momentum." Wolff Olins says: "CEO Julie Cordua recognised the opportunity to accelerate the mission and supercharge the organisation. She set out to engage more people to join the fight by sharing Thorn’s ambition."

The design process started with six months of research with Wolff Olins speaking with law enforcement, donors, government officials, and partners in close collaboration with Thorn’s team. From there, the agency created the organisation's statement “Until every child can be a kid”.

"Child sex abuse is a tragic and difficult subject to broach," says Wolff Olins. "Our challenge was to set the right tone, inspiring partners to stay engaged and getting new audiences to listen."

The visual identity was "inspired by the idea that it takes more than one thorn to protect the rose," says the agency. "The system can be applied in a singular way or in a dynamic group to express working together as a force. Accompanied by a warmer, more vibrant colour palette and a thoughtful approach to photography, it shows the strength of a united front, and offers optimism."

Wolff Olins then developed a brand toolkit for Thorn's in-house team to apply the designs and create materials themselves, including digital templates and communication principles "that provide clarity and pave the way for pragmatic action."


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