hūmānus

Originally known as Victim Advocates International, hūmānus approached us during a pivotal period of change. While internationally recognised for representing survivors of mass atrocities, its identity no longer reflected the organisation it had become. It needed to move beyond the perception of a traditional NGO and establish itself as a survivor-led collective of humanitarian lawyers with a stronger foundation for future growth, partnerships, and funding.

Working alongside Free Thought, we developed a brand strategy centred on a simple internal principle: "we're for the people." This became the foundation for every strategic and visual decision.

Rather than starting with design, we redefined how the organisation should be understood. The strategy reflects hūmānus' belief that survivors should help shape their own path to justice, with legal support built around listening first and working alongside them. This positioned the organisation as both authoritative and deeply human.

The visual identity balances legal rigour with empathy. A bespoke logotype combines structured serif forms with softer calligraphic details, supported by a confident colour palette and a flexible design system derived from the logotype. The identity adapts seamlessly across legal documents, advocacy campaigns, digital communications, and public-facing materials while maintaining a consistent voice.

The rebrand has repositioned hūmānus as a confident, survivor-led lawyers' collective with a clearer public presence. Since launch, the organisation has expanded its senior legal and marketing teams, introduced a new website and digital channels, and strengthened engagement with law firms through pro bono partnerships. Most importantly, the identity now reflects the organisation's distinctive approach to justice, placing survivors, rather than institutions, at the centre of every decision.