the brand.

HumanKind helps fund and develop music education programming for children and young adults in at-risk communities, in collaboration with local leaders and organisations with the aim of promoting personal development, social cohesion and cultural preservation. Their vision is to harness the power of music as an agent of positive change, by supporting community-led music education programmes for vulnerable children and young adults in impacted areas around the world.

the brief.

To create a brand that feels inclusive, empowering and attracts music lovers, festival goers, and those looking to make a positive difference to others. In parallel, to develop a supporting narrative that is down-to-earth yet captivating, fun, conversational and real.

SERVICES:

Visual Identity
Brand Guidelines
brand narrative

our approach.

Nothing in nature or in our lives is at absolute rest. Everything is in a state of movement and in all movement rhythm is found. Maya Angelou once aptly said “Everything has rhythm. Everything dances”. This ever-changing, unexpected and often unifying attitude towards the world, and our place in it, lays down the foundations for this visual identity. We sought to shape an aesthetic that conveys this sense of rhythm through visual language, clean typography that is formatted with movement at the forefront and a logotype that has been manipulated to visually allude to vibrations. The overall feel is uplifting and inclusive, encouraging individuals to make an act of kindness. ​​Building on the concept of a ripple effect, and how our vibrations can have a meaningful effect on the world, we developed a bespoke logo that visually reflects this notion. By manipulating the typeface, we sought out to make the letterforms themselves become reminiscent of movement, feeling both organic and contemporary and referencing the connections HumanKind is promoting within its community.

CREATIVE AGENCY: Duzi Studio