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.
![Example posters that show the brand in action](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/65d60031521a3b86743a2247_HAA%E2%80%94HBO%E2%80%9426.10.23.jpg)
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.
![A group of people posing in front of a wall that has a large version of the logo and gradient on](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/65d6002da0916ed0b66a9e87_HAA%E2%80%94HBO%E2%80%9426.10.232.jpg)
![An example Instagram story that shows the brand in action](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/65d6002c3a8e1b5f2223f05f_HAA%E2%80%94HBO%E2%80%9426.10.233.jpg)
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.
![Example billboard of the logo filled with the gradient](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/65d6002c876f397d1425108d_HAA%E2%80%94HBO%E2%80%9426.10.234.jpg)
![An example poster that shows how photography and type interact with the gradient background](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/65d6002c752fde18b0875a56_HAA%E2%80%94HBO%E2%80%9426.10.236.jpg)
![A selection of pages from the brand guidelines](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/65d6002cc264b6bb5d6a14cb_HAA%E2%80%94HBO%E2%80%9426.10.239.jpg)
![An image that goes with a Spotify playlist. It shows how the brand works in small spaces.](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/65d6002ba57be2260c4e63d3_HAA%E2%80%94HBO%E2%80%9426.10.2310.jpg)
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.
![Example pin badges that use the rainbow colour pallette. They say 'ally' and 'love'.](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/65d6002c6ab511c4022e0cce_HAA%E2%80%94HBO%E2%80%9426.10.2311.jpg)
![An example of how the rainbow gradient and logo could be used as the background for a stage.](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/65d6002ca5e595d59588f8d7_HAA%E2%80%94HBO%E2%80%9426.10.2313.jpg)
“The team were all so warm and kind. The result exceeded my wildest expectations, and I eagerly await the chance to work with them again.”
![An example lanyard and tshirt for an event](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/65d6002dc4092f4d93ad02f0_HAA%E2%80%94HBO%E2%80%9426.10.2314.jpg)
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.
![An example of how the Human By Orientation website homepage could look](https://cdn.prod.website-files.com/644aaac2fb68406c73a393d2/65d6002c6ab511c4022e0cce_HAA%E2%80%94HBO%E2%80%9426.10.2311.jpg)
Thank you
To Lupine Creative for their support during the project and for bringing the brand to life through their work.