In 2019, BLANK collaborated with Studio Loutsis on a massive brand and competitor audit, strategy refresh, and positioning exercise for Signal Technology Foundation.

The goal was to refine Signal’s position relative to other “private” messengers, understand consumer perceptions of privacy (from Baby Boomers to Gen-Z), and land on a new brand position that communicated Signal’s SMP.

Through research and analysis of major movements in privacy from Ancient Greece to modern times, brand audits, and consumer interviews, we developed Signal’s new brand position — “Speak Freely” — reflecting the brand’s privacy forward, free speech focused mission.

Since implementing their new strategy, and incorporating features intended for the mass market Signal has grown massively, becoming one of the top ten most downloaded social networking apps on the App Store in June 2020.

In 2021, Signal was named on Interbrand’s Breakthrough Brands list.