Beyond Gender Expectations - challenging ideals around masculinity

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?

Central to the brand 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 stylised hashtag logo and intimate male portraits, the whole brand experience was bound together through four bold taglines – succinct, emotive language driving introspect and change.