Men's health charity Movember has just wrapped its 20th campaign. What started out with 30 mates in the pub (they are Australians, after all) sprouted quickly (pun intended) into a ground-breaking global nonprofit, funding over 1,320 men’s health projects thanks to the participation of 6,861,045 Mo Bros, Mo Sistas and Mo's since 2003.

 

We've had a front-row seat for much of the journey…

 

 

What's allowed Movember to flourish and retain its relevance over two decades without becoming worthy, generic, or passé? We think it comes down to five principles:

 

 

Movember’s mission is to change the face of men’s health. It's that simple. And while many crucial leaders within the organization, including their current CEO, are women, there's never been a question about who the brand serves.  

 

 

Nonprofit fundraising is often transactional. You give money, you feel better, your donation funds a good cause. Movember started with a different premise: create a community, spark conversations. and celebrate together. The movement grew from the bottom up out of camaraderie and healthy competition; with teams from all walks of life growing, gathering and sharing their Mo progress, first in Australia and then around the world. The benefits have always far outweighed the sacrifice.  

 

 

Men have historically been (and often still are) notoriously bad at thinking about their health, let alone talking about it or doing something positive to improve it. Growing a mustache is easy, it’s free, you can do it sitting on your sofa all month and you can’t help talking about it – in fact, the worse it looks, the more you want to explain it. Breast cancer has a pink ribbon, AIDS has a red ribbon and men’s health has the hairy ribbon of Movember. 

 

 

2003 is a lifetime ago for some of Movember's participants. Literally. But even as the newest Mo growers join the organization continues to adapt and innovate. While prostate cancer was the first cause that Movember funded, today they are doing crucial work in testicular cancer, fatherhood, mental health and suicide prevention. Similarly, each year brings a new wave of partnerships, ambassadors and initiatives that speak to audiences new and old – from F1 or Esports to Rolling Stone magazine and dad-influencers. 

 

 

Having fun, doing good. As serious an issue as men’s health is, putting a smile on the faces of Mo’s has always been one of the key factors behind Movember’s success. It’s the reason the guys in Melbourne first grew their Mo’s, it’s the reason so many people participate each year and it’s the reason they are able to announce the $100m investment in the Movember Men’s Health Institute. Long may the fun continue … 

 

Whatever market you're in, it's worth thinking about how your brand can tap into these principles. These evergreen aspects of brand-building will never go out of fashion, even if the look of a furry top lip may come and go.

 

 

The logistics category isn't known for being – shall we say – brand-forward. Complicated, functional, price-driven, and decidedly ‘back of house’, the space is populated with a lot of companies that look like they fell off the back of a truck.

 

In a prior life, we've had the good fortune to do some decidedly different work within the category on both a large and a small scale. So imagine our delight when we happened upon a year-old brand refresh for third-party logistics company Outerspace, by our friends at Red Antler.

 

Here's what we love about it:

 

 

Consider it the ultimate form of servant leadership. The entire visual language of the Outerspace brand communicates the success of their clients' business – goods literally flying off the shelves.

 

 

In a category full of conveyor belts, warehouse shelves, and 16-wheelers, the bright color palette and buoyant imagery we see in the Outerspace brand is a refreshing departure from the norm. But this is about more than just differentiation. It just feels good. That's because the concept of spaciousness and levity goes beyond pure visuals. It's something you can sense in your body, which stays with you long after viewing a homepage or ad.

 

 

The space dog logo is cheeky and minimal, and, like its canine counterpart, can really go anywhere. In a category fueled by stickers and labels, using the device of a round sticker featuring the dog to gently extend the brand presence across the universe.

 

It's a beautifully rendered brand, and one that shows just how personable B2B identities can and should be. We're here for game-raising work, whatever the source!