Humanise

Our idea was built around what exists in the built environment: letters that are hiding in human architecture – right there in plain sight. An archway as a letter U, a window as a capital A, stairwell as a letter N.

This campaign is global – so the reference needed to be as well. Hidden architectural letters from all over the world. Found. Selected. Drawn. Refined and then implanted within a font to make a type language which reflected a quote from the campaign itself: " If you've got a loaf of bread, you don't want it just to be white bread, you want some raisins." These letters became our ‘raisins’.

As we developed the typographic language, we expanded the colour system too. Our starting point had always been the real world – real buildings, real human architecture – so it made sense for the palette to come from there too.

Colour and expressive type became the basis of the evolving brand. A palette with more optimism, more joy and a stronger connection to the built world the campaign advocates for. Type that could sit on or off the baseline – ‘standard’ for everyday use, more ‘expressive’ for campaign moments. And photography that brought it all back to the human architecture that inspired it.

The place this campaign communicates the most, is through digital channels – both social and website. So we developed a new way of communicating online – a website that gave users a reason to stay, find out more, get involved and share. A place where you can buy the book and host a book group.