Areto is a responsible AI content moderation platform that helps stop harm, create safer social channels for followers, and reduce moderation workload for teams. It doesn't just make digital spaces safe, it makes them more valuable.  Areto was on a growth trajectory, but their brand no longer reflected where it was heading. We partnered with Jill at Nice One, and the Areto team to reflect the vision of the founders — one rooted in protection, advocacy, and creating healthier spaces for people stepping into public-facing roles.

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Services

Brand Strategy + Research

Brand Identity

Squarespace Website

Marketing Collateral

The previous identity was closely tied to the software features, while the organization's broader purpose, expertise, and long-term vision remained less visible.

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Through competitive analysis, research, brand strategy, messaging, and visual identity development, we repositioned Areto as more than a technology platform. The refreshed brand communicates what Areto stands for: protecting people from the impact of social harm while demonstrating the value this creates for the brands and organizations they work with.

The strategy phase focused on uncovering the purpose behind the organization and identifying how Areto could differentiate itself within an evolving landscape. The strategy positioned Areto as a protector — an organization advocating for the freedom of people stepping into public roles.

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The new identity system was designed to feel strong and protective, while still remaining warm, human, and approachable. The hexagonal “O” within the logo represents a three-second pause where harm is interrupted. It symbolizes the speed in which the platform can protect healthy, respectful conversation.

The refreshed brand gives Areto a clear and confident presence, one that better reflects it's purpose and the future it is working to protect.

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The project resulted in:

• An updated brand voice grounded in protection, inclusion, and value
• A refined identity system that reflects Areto and its aspirations for the future
• A Squarespace website leading to a 107% increase in organic monthly website traffic, demonstrating improved visibility and engagement
• Marketing tools to support growth and communication across industries

The final outcome positions Areto as a trusted leader helping create safer, healthier participation for people navigating increasingly public and digital environments.