Non-profit creates new brand identity

Child Safety Network Rebrands For The New Generation Of Children And Parents In Partnership With LA-Based Design Firm

LOS ANGELES, CA, August 12th, 2019/PRNewswire/ — RKS Design, a design and innovation consultancy based in Southern California, partnered with Child Safety Network (CSN) to revamp the nonprofit’s brand identity and mission statement in honor of its 30th anniversary. CSN’s rebrand comes as it repositions itself and its resources for child safety for a younger audience – new parents who are of the digitally savvy, millennial generation.

Over the past few decades, CSN has dedicated itself to working with parents, educators, and government agencies to make households and communities across the country safer places for children. To date, over 30 million parents have received CSN’s Child Safety information. CSN’s child advocacy efforts have been endorsed by current and previous presidential administrations and supported by celebrities including Taylor Swift and Jennifer Aniston.

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In partnership with CSN, RKS Design’s team of strategists, researchers and designers developed CSN’s new brand identity. The RKS team leveraged its proprietary Design Thinking Methodology, Psycho-Aesthetics (“P/A”) to uncover insights into contemporary challenges surrounding child safety and get to the core of CSN’s purpose. From this, a new, three-word mission statement emerged: “EDUCATE, CONNECT, AND PROTECT.” This new mission statement was enthusiastically adopted by Ward Leber, CSN’s CEO, and the CSN team. RKS continued forward with their pro-bono work, creating a messaging and positioning strategy, brand logos, and a refined brand identity for the nonprofit. All of which will be rolled out across CSN’s website, marketing materials, and pitch decks this month to help facilitate strategic partnerships and fundraising.

While the news media can often focus on stories that drive fear and anxiety for parents, RKS felt it was essential to create a value proposition for CSN that empowered parents and children and provided them with the tools they need to stay safe. “It is a pleasure transform and refresh a brand like CSN so that we can help as many children as possible,” said Ravi Sawhney, RKS’s CEO.


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“The team at RKS was amazing, innovative, spot-on and truly at the top of their game! The work they performed will help us make the world a safer place for children to live.”
— Ward E. Leber, Founder of Child Safety Network

About RKS Design

RKS is a Los Angeles based design consultancy that partners with global corporations and startups to drive innovation utilizing their proprietary Design Thinking Methodology. For 40 years, RKS has been helping clients across multiple industries, including consumer products, medical device and sustainability, transform their products, experiences, and businesses. To learn more, please visit our website at

About Ravi Sawhney

Ravi Sawhney’s 39+ years leading RKS to the forefront of product and technical innovation has resulted in over 200 patents and over 200 design awards on behalf of his clients worldwide and is a highly respected author, entrepreneur, and speaker. Leveraging his innovation of Psycho-Aesthetics, a widely used Design Thinking methodology, Sawhney has developed his design consultancy into a global leader for strategy, innovation, and design. Over the decades he has created many start-ups along the way from guitars to water bottles to gaming devices. However, his incubation of LoanGifting may be his single greatest contribution over his forty two year career, addressing the burden of student debt held by over 45 million Americans. Design CEO, Author, Columnist, Lecturer, Entrepreneur. To learn more, about Ravi please visit

About Child Safety Network (CSN)

Since 1989, CSN has been making America, a safer place for children. CSN acts as a network which brings hundreds of resources to serve 45 million children annually. With a goal of helping parents raise safer, healthier children by developing and implementing child safety programs on a national basis, CSN has worked with the world’s largest service organizations as well as local, state and federal agencies. For more information, visit