Tech literacy is both essential and elusive, especially for families navigating an increasingly online childhood, which makes the work of Danish start-up Raising Digital Citizens not only timely but deeply necessary. When it came time to give this mission a voice and visual identity, they turned to London-based creative consultancy Greenspace — known for its sophisticated approach to brand storytelling and legacy-building.
Greenspace brought its signature blend of strategy, narrative focus, and expressive design to the project, building a brand identity that’s as thoughtful and functional as the mission itself. Rather than leaning into fear-based messaging around screen time or online dangers — a trap many digital parenting resources fall into — Greenspace and Raising Digital Citizens chose instead to center joy, curiosity, and connection.
At the heart of the brand is “Play to a better future,” a mantra that speaks to the brand’s long-term vision of empowering both kids and parents to engage with digital spaces confidently and safely. This sentiment manifests most tangibly in the brand’s first product: a beautifully designed set of 200 conversation cards intended to spark dialogue on everything from cyberbullying and safety to gaming and well-being.
The card’s design is a study in balance—approachable enough for children, yet grounded enough for adults. Enter PP Editorial New, a condensed serif with warmth and authority, paired with Mabry, a humanized grotesque that subtly references pre-digital type traditions, reinforcing the tactile, screen-free nature of the cards. Color plays an equally vital role. A luminescent lime green leads the palette, complemented by seven Pantone shades chosen to reflect the vibrancy of digital environments while maintaining the sensory appeal of printed material. The shapes are conceptually evocative without falling into cliché: an abstracted speech bubble for Communication, a stylized warning sign for Bullying, and a flower for Well-being.
The logomark itself is a typographic wink: the words “Raising Digital Citizens” are offset to mirror a text conversation, reinforcing the brand’s core message that dialogue is everything. Custom ligatures add an unexpected charm, reflecting the emotional connections the brand hopes to nurture.
What sets this project apart is how Greenspace seamlessly translates a behavioral mission into a brand system that feels lived-in, human, and genuinely useful. The conversation cards are only the beginning. The brand extends into a content-rich website, a parental guide, and other touchpoints designed to support families with evolving tools, insights, and research.
Jessica Alexander, the founder of Raising Digital Citizens, grounds the initiative in the Danish parenting philosophy of a globally recognized model of empathetic, happiness-focused child-rearing. That legacy of care is reflected in every element of the design. “We chose to collaborate with Greenspace because they understand our core values,” she said in the release. “They’re parents themselves. That made all the difference.”
Greenspace’s Lene Nielsen sums it up best: “There couldn’t be a more urgent topic than raising the next generation of online users in a supportive, collaborative family environment.” In that spirit, this collaboration feels less like a brand launch and more like the planting of a much-needed seed — one that will grow, evolve, and, yes, play its way toward a more digitally literate future.
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