We were inspired by anything that gives a voice to the unheard, when the purpose is so strong that it cracks the fabric of censure. The Occupy movement, the work of Katharine Hamnett, demos against the NSA, speakers’ corner...

To attract and federate a new community, we created a new brand statement to position the company as Digital Freedom Fighters, with the goal to raise awareness on matters of privacy and digital freedom, engage with users, and give purpose to the employees.