“TRiC’s empathy, intelligence and understanding of who we are and why we exist immediately built trust and made collaborating feel effortless. Our work with teenage boys combines ancient traditions with modern knowledge and practices, which the team intuitively got and cleverly expressed in our new visual identity. There’s so much warmth, character and energy that emanates from our new brand. It’s also functional in a way that helps us to cut-through in noisy digital and physical channels to connect with boys and the communities that make our work possible. It’s powerful and simple with so much depth. We can’t wait to see it grow and evolve with us over the coming years as we reach thousands more boys and young men.”
— Hunter Johnson, Founder, The Man Cave
Services
- Brand Identity
- Digital
- Graphic Design
- Logo
- Website Design & UI
Credits
Photography: courtesy of The Man Cave
Typography: ABC Camera (Dinamo)
BRIEF
Help redefine The Man Cave during a phase of possibility and growing influence. The identity needed to align with several objectives: reflect the organisation’s aspirations and growth, celebrate the positive aspects of masculinity, and serve as a unifying symbol for workshop facilitators, the team, and the boys who participate in workshops and programs.
The existing “antler” icon had become an emblem for the facilitator team over the past decade, making its future role a crucial consideration. Any new direction would have significant expectations to meet.
Additionally, The Man Cave engages with a diverse audience. Beyond the boys in school workshops, the outcome must resonate with key stakeholders, including educators, parents, government officials, media, external partners and donors. Success for the organisation hinges on fostering authentic connections with youth culture while demonstrating relevance and credibility to stakeholders.
RESPONSE
In designing The Man Cave brand, we aimed to appeal to a mature audience while communicating clearly with young people. To achieve this, we developed a minimal wordmark and typographic system with a flexibility that suits both demographics.Using all lowercase letters removes hierarchy from the words, while the deliberate closeness of the letters conveys a feeling of connection, a core value of the organisation’s work.
In our process, we often explore familiar symbols and reinterpret them in a modern ways to reflect a brand’s meaning. For this project, we drew inspiration from the Indalo man, an ancient symbol from the Bronze Age found in Spain, as well as other early human depictions, to understand the simplicity of form and craft our own symbol. The “Caveboy” icon is composed of three elements: a cave, horizon, and sun, symbolising aspiration and growth. The bent legs of the figure subtly indicate youth, representing a boy who is still growing toward his full potential and underscoring the formative work happening at this stage of life.
These elements are brought to life through a vibrant colour palette and a soft, inviting graphic style, creating an approachable aesthetic that resonates across all brand touch points. This approach culminates in the website, serving as the centrepiece of a comprehensive digital overhaul for the brand. The updated site not only enhances the visual experience, but also introduces clear pathways for information, resulting in more engaging and accessible navigation for all audiences.
OUTCOME
The redesigned The Man Cave brand achieves a flexible and enduring identity, fit to evolve with the organisation’s needs over the next five years. Its core elements—website, brand guidelines, and visual system—are built to seamlessly integrate future expansions while ensuring consistent impact across diverse audiences. The brand remains distinct yet adaptable, engaging both teens and adults through meaningful, approachable design.
As a cultural signifier, the brand’s bold, modern aesthetic is one that people feel proud to display, whether on a bumper sticker, or as a T-shirt graphic. This refreshed identity not only strengthens the brand’s current reach but establishes a foundation for lasting connection and relevance.