The Human Code
The Human Code was conceived following an ambitious cultural change idea – what if we challenged dominant ideals around gender and masculinity? Could we dare the status quo, nurture healthier attitudes towards what it means to “be a man”, and (in turn) create a sustainable community-based environment that works towards reducing and preventing harmful behaviour (including suicide and domestic violence) over time?
Partnering with talented Creative Brand Strategist Danielle McClurg, our approach for The Human Code was based around our ‘reflective intent’ methodology; drawing the audience in through authentic and raw imagery and messaging, allowing the viewer (particularly men) to engage with the brand on a deeper and more intimate level, evoking a change in behaviour.
Central to the brand (curated for the Macedon Ranges Shire Council) is The Human Code name. A double entendre was intentionally created, with the typography subtly speaking to not only men but the community at large. Together with a stylized hashtag logo and intimate male portraits, the whole brand experience was bound together through four key taglines – succinct, emotive language driving introspect and change.
Collaborating with a broad range of government and community bodies, The Human Code was an explorative process with a powerful purpose. Final deliverables included conception and creation of:
Brand strategy
Brand messaging (name and taglines)
Brand style guide
Identity design
Discovery workshops
Campaign design
(posters, flyers, and social media assets)