Hey Man Brand – Angelo Vergara

Hey Man

BRAND DESIGN/VISUAL DESIGN

Project Overview

Hey Man is a global charity dedicated to helping young men who are struggling with mental health issues. As a newly established non-profit organization, its goal is to create an identity that resonates with potential clients, encouraging them to feel comfortable enough to open up and seek assistance. They aim to make a significant positive impact on the lives of these young men. I developed a brand identity to support their mission, focusing on creating a warm, comforting, and inviting atmosphere that can be adapted across various platforms, while also enhancing brand recognition.

Brand Details

Attributes

Warm
Inviting
Trustworthy

Professional
Friendly
Honest

Compassionate
Peaceful
Friendly

Tone of Voice

Personality
Empathetic, open-minded, understanding, honest and optimistic

Language
Informal, simple, direct, soft and comforting

Consistency
Maintained across channels, website, social, ads, etc.

Audience Alignment
Tailored to resonate with the target audience in a relatable and trustworthy way.

Visual Direction

Colors
Warm, neutral background colors and soft, slightly muted palette with a brighter and saturated primary color for contrast and emphasis.

Photography
Natural, human and candid shots that captures genuine, unposed moments. These photos are taken without the subject's awareness, aiming to capturenatural expressions, emotions, and interactions. They focus on spontaneous events and authentic reactions, often missed in posed or staged photos.

Layout
Clean, open and structured grid system with plenty of negative space around sections and design elements.

Logo and Mark

The Hey Man logo represents the experience of healing, enlightenment, and the flourishing of a man who was once dealing with the crippling effects of mental illness.

Design Element

The sun rays are a design element that can be used on primary photography, specifically positioned above the head of the main subject. It represents healing, peace and enlightenment.

There are also various configurations of the sun rays that can have other messages based on the content. These are primarily used as subdued background elements.

Color Palette

The color palette supports the Hey Man brand qualities of compassion and support in its warmth, and depth contrasted by the richness of the green and yellow.

Typeface Family

The Archia typeface family is flexible with several weight options. It is also elegant and sophisticated while also being relaxed and friendly. These qualities reinforce the brand values.

Photography

The Hey Man photography is one that is bold, dramatic and powerful with the subject(s) being the focus of the image. It tells the story of enlightenment and healing through conversation.