The Challenge
Corporate leadership development is notoriously dry, ineffective, and you guessed it - corporate. The traditional approach to leveling-up leadership has been flawed, constantly living by the same outdated playbooks that fruit lackluster outcomes. These playbooks tend to be a one-size-fits-all recipe, not taking into account the purpose that drives organizations and motivates business leaders. Companies today are facing a novel problem: crossing the Humanity Gap. The chasm between how companies value humans and how humans want to be valued will continue to widen and present costly problems. Traditional leadership development is falling short because it attempts to optimize a dysfunctional system. Crossing the Humanity Gap requires a novel solution.
The Solution
We developed the Human Possible brand to repel the tired industry tropes that plague corporate culture. Our guiding juxtaposition was ancient modernism, a powerful tension that relies on calculated restraint and simplicity. The identity needed to cater to a B2B model, with strong legs to expand into a lifestyle brand with high-quality garments—a death wish to cheap corporate swag.
Refreshing the logotype, we built a bespoke wordmark with slightly expanded letterforms to appear stretchy and dynamic. Our vibrant color system breathes life into the identity system, creating the basis for our tidy collage visual language. We designed a set of collages that pair imagery with color blocking, numeric graphics, and other geometric expressions, which are used throughout print and visual executions.
The type system features a beefy headline treatment that grounds the rest of the design, which is paired with an elegant old style serif for juicy contrast. Empowering the individual change agents within organizations, our photography direction balances inspirational landscape photography with emotional portraits.
Human Possible is shaking up leadership development, an industry in desperate need of change. Our brand will serve as a vehicle for their vision, ultimately transforming the industry.
