The HumanCode 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 about being a man, and lay the foundations for a sustainable, community driven movement to reduce harmful behaviours like suicide over time?

Our approach for The HumanCode 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. Naming the brand was subtle with purpose - double entendre was intentionally created, with the typography subtly speaking to not only men but the community at large. Central to the success of this project was collaborating with a reference group of people with lived and living experience, grounding every word in real perspectives.Together with a stylised hashtag logo and intimate male portraits, the whole brand experience was bound together through four key taglines – succinct, emotive language driving introspect and change.