Human By Orientation started with just a name and logo. Together, we transformed it into a brand that fearlessly celebrated its identity – and its audience.
A celebratory campaign
HBO set up Human By Orientation as a campaign for its LGBTQIA+ audiences. They needed to create a look, feel and sound that reflected their proud, celebratory spirit while connecting with their community.
Setting the feeling
‘Celebrating our proudest, queerest selves’ became the rallying cry for the brand. It summed up their character, distilled their reason for being, and set the feeling for everything that followed.
Fluid and fearless visuals and voice
Once we had 'celebrate our proudest, queerest selves', the brand flowed... A visual identity inspired by fluidity and the spectrum of colours in Gilbert Baker’s rainbow flag. A voice that could flex – always welcoming, sometimes the instigator of the party. Overall, a brand that was as fluid and fearless as its audience.
“The team were all so warm and kind. The result exceeded my wildest expectations, and I eagerly await the chance to work with them again.”
Ready for Pride
With the feeling of who they were truly captured, Human By Orientation were able to launch their online Pride celebrations for 2020 and earn 1.37 billion impressions on their first day.
Thank you
To Lupine Creative for their support during the project and for bringing the brand to life through their work.
