GLOBAL BOYHOOD INITIATIVE

Creating an impactful brand that can help
change boyhood for the better.

CHALLENGE

Global Boyhood Initiative is a charity that exists to foster healthy masculinity and gender equality. But here's the problem: in a world where traditional definitions of masculinity are slow to progress, highlighting the issues boys and men face can be contentious. GBI was struggling to justify its relevancy.

They needed a rebrand that could flex - serious enough for adults grappling with complex parenting questions, playful enough to communicate to children.

OUR
TRANSFORMATIONAL
APPROACH

We were tasked with bringing greater clarity and recognition of who GBI are and what they believe.

To do this we carved out a strong and meaningful positioning and brand identity that clearly communicated their core purpose and ambitions.

We created 'building blocks' - a visual system that literally builds better boyhoods. We explored new attitudes and tonalities, creating an illustrated style that scales seamlessly from picture-book simple for young audiences to sophisticated and nuanced for adult content. Same visual language, different complexity levels, scalable across any media or audience.

One brand identity, infinite flexibility.

THE WORKTHE WORKTHE WORKTHE WORKTHE WORK

THE

RESULTS

Global Boyhood Initiative now has a complete brand system that works as hard as they do: new logo, custom typography, fresh color palette, and an illustrated style that is universal.

The campaign launched globally across all touchpoints - digital and physical, from social and website to in-schools and events. The building blocks concept gave them a visual toolkit flexible enough to be translated into Spanish and French, and continues to be activated through online tools supporting boys in their journey to manhood.

Building better boyhoods, one block at a time.