• Former Shortlist and NME editor was launching a new media brand. It set out to create a new space for talking about masculinity in the modern age.
• I was asked to create the top line visual identity and the first round of film content.
• The brand mark had to be taken seriously sitting above content that might be as simple as men’s fashion or a weighty as mental health issues.
• My solution was a modernised and simplified Vitruvian Man. An icon that could sit between aspiration, inspiration and the everyday.
• The film content needed a strategy that allowed an editorial approach (telling the best story possible) but still optimising the content for sharing. The productions needed to be responsive to the individual stories and create the family styles that would be The Book of Man.
• The launch was covered in The Drum, Campaign and on The Media Show, Radio 4. The company is set to break even with in its first year of operation.