The Auckland-based studio has built brands for businesses, campaigns, and causes. But their work with B416 – a New Zealand movement fighting to raise the minimum age for social media from 13 to 16 – might be their most important yet.
There’s a version of this story that stays safely in the world of design. You might say… nice identity and smart concept. Or even damn good execution. But the B416 project is much more than that, because what OMSE built didn’t just look right… It worked. As in, changed the law.
The brief came from Before 16, a grassroots campaign pushing back against the addictive algorithms that have contributed to rising rates of anxiety, depression, and self-harm among teenagers worldwide. The minimum age for social media has sat at 13 for years – a number that made sense once, in a different version of the internet, before the platforms we know today existed. Before 16 wanted to change that, but they needed a brand that could turn a passionate cause into a credible movement.
OMSE’s solution started with a bit of lateral thinking. Age ratings have quietly done enormous work for decades. When you look at film, TV, and gaming, the systems in place signal, “Sorry, but this isn’t for you yet,” without much argument. It’s a clear visual language people already understand and largely trust.
So OMSE compressed the campaign name to B416, creating a symbol that functions like a new kind of content rating: instantly legible and yet scalable as the movement grows. It’s rooted in something familiar enough to feel authoritative. Like it’s been around for decades.
The campaign that grew around it didn’t soften its edges. Headlines like “What Happens Online Shapes Offline” and “Don’t Let ‘Likes’ Replace Love” led the charge and are direct, emotionally resonant messages, making them impossible to misread. Accompanying photography by Anna Breit made it all come to life, putting young models front and centre to add further impact.
Then came the sharper strategic move: a collaboration with digital studio Mata to build a tool that “filters” harmful social media content, using the platforms’ own visual language to advocate for their reform. It gave B416 an endless supply of striking content without ever running out of ideas.
The results speak for themselves. B416 hit its target of 45,000 petition signatures, secured funding for a nationwide campaign, and – most significantly – prompted the New Zealand Government to introduce a Bill establishing a social media age limit.
Flicka, co-founder of B416, puts it simply: “OMSE don’t just create a brand, they help you find your voice, clarify your purpose, and amplify your impact. Working with them has transformed B416 from a passionate campaign into a powerful, credible movement.”
Good design solves problems. But great design occasionally changes things. Congratulations to all involved for such a positive outcome.
