A technicolour brand grounded in its community
Human By Orientation is HBO’s platform for queer communities. We partnered with the service to create a brand from scratch for the unique platform in 2020.
We anchored the brand in a fresh purpose statement, built around extensive audience research — “to celebrate our proudest, queerest selves.” The colour palette blurred the defined lines of the rainbow flag, championing fluidity with vibrant gradients. And we paired it with a celebratory tone of voice to help the brand speak with pride.
Human By Orientation launched with HBO’s 2020 digital Pride celebration. The website and accompanying campaign notched up 1.4 billion impressions on the first day.
