The Human Code
Freedom of expression never felt so good
What We Delivered
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: • Strategic brand development and positioning • Brand naming • Brand messaging and tagline creation • Visual identity system and style guide • Discovery workshop facilitations • Campaign concept and creative direction • Social media content strategy • Print and digital marketing collateral • Photography art direction • Brand voice guidelines • Stakeholder engagement toolkit
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 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?
Combining the creative powers of Danielle and Tahli,
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.
Central to the brand (curated for the Macedon Ranges Shire Council) is The HumanCode name. A double entendre was intentionally created, with the typography subtly speaking to not only men but the community at large. 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.
