Under new leadership for the first time since its founding, Healthy Building Network, one of the most trusted names in green building research and advocacy, came to HUMANKIND to completely remake its brand identity, shape its marketing strategy and develop a sophisticated fundraising approach.
The new circular logo creates a versatile mark that works over a wide variety of platforms, and its shape implies process, connectivity and transparency. Using the acronym HBN over the full name also leaves room for future business lines. The tagline we created, KNOW BETTER, has a double meaning, a promise to deliver value to users and partners, and a provocative statement to corporations and legislators: "You should know better."
Our yearlong engagement with HBN's executive team included months of discovery, strategy, messaging and design. The full suite of logos and supporting graphics include four distinct sub-brands for HBN's research tools, a kit of branded illustrations and compelling pattern work. Dozens of digital and print assets were delivered, from a complete redesign of its website and email blasts to business papers, presentations, marketing strategy, a fundraising toolkit and more.
The result is a complete update to a legacy institution bringing together architects, contractors, manufacturers and legislators to change the face of collaboration and innovation in green building and beyond.