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Hümnkind Collective
Project type
Brand Identity, Creative Direction, Web Design
Date
December 2023
Location
Los Angeles
The branding for Hümnkind Collective is inspired by the organization’s mission to rekindle authentic human connection through a nostalgic yet vibrant visual identity. The retro-inspired aesthetic evokes a sense of warmth, simplicity, and joy, tapping into the power of communal experiences and memories that transcend time. With a playful, bold typeface and a rich, earthy color palette, the design draws from vintage posters and cultural movements that celebrated togetherness and unity.
The umlaut symbol that doubles as a smiley is central to the brand's identity, symbolizing not just happiness but the universal connection between people. This iconic mark, combined with collage-style imagery, reflects the diversity and dynamic energy of the collective’s community—each person bringing their own story, yet contributing to a shared experience. The grainy, vintage-inspired photo treatments and vibrant color overlays evoke a time when life was slower, and human interactions were unscathed by technological advances of today.
Overall, the branding is rooted in a sense of joyful connection, simplicity, and inclusivity, visually mirroring the Collective's ethos of combating loneliness by fostering spaces where genuine, human interactions thrive.
