OVERVIEW:
Movember is the leading global charity dedicated to changing the face of men’s health. Since 2003, the movement has grown into a global phenomenon, focusing on mental health and suicide prevention, prostate cancer, and testicular cancer. By encouraging "Mo Bros" and "Mo Sistas" to spark conversation through the growing of moustaches and physical activity, Movember has funded more than 1,250 innovative health projects across twenty countries.
ROLES:
Creative Direction
Graphic & Visual Design
Print Design
Package Design
INSIGHT:
The challenge for the Movember brand is maintaining a sense of irreverent "fun" while addressing deeply serious health issues. To keep the community engaged year after year, the visual language needs to stay fresh, collectible, and highly shareable.
The goal was to move beyond the single moustache logo and create a "lifestyle ecosystem"—a suite of assets that supporters would be proud to wear, display, and share, effectively turning every participant into a mobile brand ambassador.
OBJECTIVE:
I led the creative development of a comprehensive program mark and a custom iconography system designed for maximum versatility. The objective was to build a robust visual library that could live across a vast range of touchpoints.
My role involved translating this new identity into printed collateral, journals, and a diverse range of merchandise, including apparel, patches, and consumer goods. Additionally, I directed the design of a campaign microsite and social media assets to ensure a seamless, high-impact digital presence.
RESULTS:
The resulting identity system successfully launched the brand into a multi-channel experience, bridging the gap between physical merchandise and digital advocacy. The iconography provided a modular "toolkit" for the campaign, allowing for consistent storytelling across social media and tangible consumer goods alike.
This integrated approach helped solidify Movember’s presence as a lifestyle movement rather than just a month-long event, driving deeper engagement and reinforcing the charity's mission through high-visibility design.
