HBO Human by Orientation

Creative

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.

An animation. The Human By Orientation logo appears on top of a colourful gradient background.
A mockup of Human By Orientation branded posters on a street wall.
A group of people posing in front of a wall that has a large version of the logo and branded gradient on.
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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.

An animation that says the brand's purpose: celebrating our proudest, queerest selves.
A mockup of a large billboard that shows the logo filled with a gradient.
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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.

An animation that shows how text works with the rainbow gradient background. It says: Our brand welcomes anyone and everyone.
Example pin badges that use the rainbow colour pallette. They say 'ally' and 'love'.
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An example poster that shows how photography and type interact with the gradient background.
A mockup of a smart phone, open to a Spotify playlist in the Human By Orientation brand. It shows how the brand works in small spaces.
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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.

An example of how the rainbow gradient and logo could be used as the background for a stage.
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An animation. The Human By Orientation logo appears next to a Pride 2020 logo.
A mockup of a hand holding a smart phone. A video plays, showing how the brand works in video form.
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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.

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