The Context: MenCare is a campaign initiative that has it’s own content, research and website but is officially part of their parent brand Equimundo’s portfolio umbrella. Part of a wider strategic alignment with Equimundo, the rebrand was a key milestone in the main organizations wider 5-year plan to ensure their brand portfolio is both representative of the wider gender-norms conversation while remaining distinctive to the primary objective each sub-brand has. With the strategic conversations in mind,

The Problem: MenCare’s existing brand was muted and very simple, and didn’t truly capture the energy and importance of the work the organization does in the global gender equity community. And because they’re part of a wider brand umbrella, their brand needed to be both distinctly and uniquely them while also playing well with Equmindo and their other sub-brands.

The Solution: MenCare’s rebrand and new website centered around the idea of vibrant masculinity – finding the balance between bold, strong colors and font choices with the whimsy of childhood brought forward through side-walk chalk accents. The rich dark blue and. bright yellow are pulled from Equimundo’s brand to create a visual tie between the brands. For the logo, opting for a strong, clean type based mark felt right and the softened curves and lowercase characters mimic qualities of Equimundo’s logo to further the subtle visual connections between the two brands.