Thorn, a nonprofit actor Ashton Kutcher co-founded that develops technology to fight child sexual abuse around the world, has rebranded for its five-year anniversary with the help of Omnicom Group’s Wolff Olins.
Mila Linares, Wolff Olins strategy director, told Adweek that Thorn will carry its new messaging, “until every child can be a kid,” into the next five years and beyond.
Thorn CEO Julie Cordua first solicited Wolff Olins for help six months ago in order to develop a more positive brand message around the good the organization does while acknowledging that there is nothing positive about the issue at hand, Linares said.
“The [former branding] was a bit dark,” Linares said. “It was correct, but it was more fit for a research group. It didn’t really convey [Thorn’s] visionary spirit.”
The new brand narrative includes the “until every child can be a kid” mission statement and a revitalized logo depicting a group of thorns circling each of Thorn’s protective forces (see below). “The thorn protects the rose … it takes more than one thorn to protect the rose,” Linares noted.
She said Wolff Olins clearly conveys Thorn’s new message that it doesn’t just bring awareness to an alarming issue—made all more relevant given the current rising discussion on sexual assault in Hollywood, the media and elsewhere—it’s working on the front lines to bring an end to it.
Wolff Olins found that many people did not exactly understand what Thorn did prior to the rebrand—a point of concern given that the nonprofit is trying to bolster its team of software developers, according to Linares.
Thorn, co-founded by Ashton Kutcher and his ex-wife Demi Moore in 2009, develops software that helps law enforcement find child sex predators and remove child pornography from the internet.
In February, Kutcher delivered an earnest testimony to the U.S. Senate Committee on Foreign Relations, calling for the end of human trafficking, which he described as “modern slavery.” At the time, he touted Thorn’s work to end child sexual abuse and promised that the nonprofit has “no intention of stopping until we win this battle.”
“The work we do is often hard to talk about–whether it’s the pain of child sexual abuse or the complexity of the technology we build,” Thorn’s Cordua said in a statement. “To make as big of an impact as possible, we needed to find a better way to share our mission, engage partners and create hope for the future we’re trying to build.”