Emotional Guys - Brand Identity and Campaign Design

The challenge: Emotional Guys, a men's mental health charity, needed a distinctive brand identity, as well as, a fresh campaign design to raise awareness about toxic masculinity by breaking down the idea that men should always remain strong. The solution: Carhartt was invited to sponsor this campaign to reach the youth and generate more impact. As a key part of this campaign's strategy, they will give the first step by accepting their own vulnerability as a clothing brand. Alongside this, the design challenges the concept of masculinity with a soft and emotional visual language.