Before starting creative, we ran the research gamut: competitive analysis, internal focus groups, IDIs. I helped to lead the creative analysis side. From there we concepted on our findings until we landed on “Our Cause Is Our Code.” We loved “code” as the bridge between the tech and the actual reason to believe in this mission. It also let us point at the one thing that separates Thorn from big tech: a greater mission.

The visuals leaned into that. I designed the mirrored rainbow across faces to show the direct line between the work and the kids they’re trying to protect. Our goal was to show the employee as a protector, not just an engineer.

We handed off an anthem, a new careers site, social, blog strategy, custom careers illustrations, and better job descriptions. The emotion behind our client team’s response was honestly career-affirming for me — there’s truly nothing better than making people feel understood.