Masculine Lies | Brand Strategy *

Masculine Lies’ is a brand built on society’s perception of masculinity, which contains many societal beliefs that plague a broad spectrum of men. To launch his brand in an effective way, I worked with the founder to create a complete brand identity, including a brand strategy and visual identity that would help them reach and connect to their target audience.

The brand process started with a deep dive into the preset list of superficial narratives that society gives men to shape their masculine identity. What we found through this strategy workshop was just how harmful the traditional messaging of masculinity can be.

We wanted Masculine Lies to be a vulnerable and authentic platform where men could express their masculinity in a healthy way to improve core relationships in their lives. With that in mind, we built the brand around this mission: to transform modern perception on the concept of masculinity to enrich key relationships.

The Primary Logo is a bold, yet welcoming word mark that is meant to evokes the expressive nature of our brand. It is designed to break away from the look and feel of a typical masculine brand.

In addition to the primary logo, we also created a monogram logo that acts a constant reminder of the brand’s mission to cut through the current messaging of masculinity and create your own.