JustMe is on a mission to expose the hidden world of identity fraud and give power back to the people it affects. Not through fear or finger-pointing, but through clarity, confidence and community. As a challenger brand setting out to start a movement, they needed an identity that felt savvy, human and trustworthy. One that made people feel unstoppable, not overwhelmed.
Identity fraud is everywhere, but understanding it is not. Most people know their data is at risk, yet few understand how fraud actually works or how exposed they really are. That lack of clarity creates hesitation, and hesitation is exactly what fraudsters rely on. The category is crowded with technical language and scare tactics, leaving people anxious rather than empowered.
We built a brand that turns knowledge into power. At the heart of JustMe is a clear idea. Expose the truth about identity fraud and give people the tools to stay in control. We shaped a brand story that positions JustMe as a trusted whistleblower, sharing what others do not and helping people understand what is really happening behind the scenes.
Everything about the brand reinforces a sense of control. The tone of voice is clear and confident, never alarmist. Information is explained in a way that feels accessible and human. JustMe speaks with people, not at them, creating confidence through understanding and encouraging collective action.
Our research showed that many people are navigating online life with one hand tied behind their back. They sense the risk, but do not know how to respond. JustMe steps into that gap as a trusted voice and practical tool, helping people get one step ahead and reclaim ownership of their identity.
The visual identity was built around the idea of protection. Inspired by the asterisk used to hide passwords, we created a flexible symbol that adapts to people, environments and moments. It represents control, solidarity and safety, shifting between expressive and precise depending on context.
A mix of serif and sans-serif typography brings credibility and warmth, while a balanced colour palette combines energy with reassurance. Real photography grounds the brand in honesty, showing the human side of fraud and reinforcing that no one is facing it alone.
In a market dominated by cold, technical solutions and familiar tech tropes, JustMe stands apart. The brand puts people at the centre of the story, focusing on who it exists to protect rather than the technology behind it. The result is a clear step change for the category and a brand designed to inform, empower and grow a movement.
