MenCare
WEB STRATEGY • CREATIVE DIRECTION • BRAND MANAGEMENT
The MenCare Campaign, a global communications and advocacy campaign coordinated by Equimundo, was visually outdated and lacked strategic web design. The MenCare Campaign works with partners in 60+ countries worldwide and hosts events alongside partners such as the United Nations, Women Deliver, and the U.S. Congressional Dads Caucus. Its brand and website needed to meet that prestigious recognition as a leading global campaign for men’s involvement in gender equality.
In my role at Equimundo, I advocated to refresh this brand and strategically design its new website to meet the needs of its high-profile media engagements and web traffic. I worked in close partnership with a creative agency to provide creative direction and brand strategy guidance from the client side. Once the branding and web design were complete, I implemented the new website’s creative direction by copywriting and copyediting the site, selecting photography, and applying brand styles.
Conceptualizing the new brand
In commissioning a new brand direction for MenCare, my goal was to make the brand feel more connected to Equimundo’s brand, the organization coordinating the MenCare Campaign, to make clear the connection between the organization and the campaign.
The new MenCare brand relies on one of Equimundo’s primary brand typefaces, Tablet Gothic Wide, and connects to both MenCare’s old color palette and Equimundo’s current color palette. Bold type places visual emphasis on care, while a strong typeface with soft edges embodies healthy masculinity.
When presented with three logo direction options, my team and I chose the direction that felt the most connected to Equimundo. I suggested balancing out the bolded and regular type, which came to fruition in the final logo design. The bold type places visual emphasis on ‘care,’ and a strong typeface with soft edges embodies healthy masculinity.
LOGO DIRECTION
BRAND TYPOGRAPHY
Connecting to parent brand
As the primary goal of the rebrand was to visually connect the MenCare brand to its parent brand, Equimundo, the new logo had to work alongside the Equimundo logo. Creating a logo for the campaign to connect to the parent brand helped create brand equity for Equimundo and made clear that MenCare is not a standalone organization. It also allowed Equimundo to create consistency with its other campaign, the Global Boyhood Initiative.
Copywriting and web strategy
For this project, I was responsible for copywriting the new website and redesigning page layouts to improve user experience and increase site engagement. In this process I identified key audiences for copywriting, conducted website analytics research, and leveraged SEO keyword strategies.
Before rebranding
The old MenCare website and brand lacked personality, and had few calls to action. The logo, which used the basic font Roboto and a purple box, left much to be desired and did not adequately communicate the global reach of this brand.
Photography
Photos of men and children are hard to come by. With the limited availability of free stock images of this subject matter, I selected all the photography for the website, aiming to communicate warmth, diversity, and reflect our mission of involved, nurturing, non-violent fatherhood and caregiving.
