Evolving the conversation
Seeking to challenge the constraints that society puts on male identity, JOE Media approached LoveGunn to design a platform diverse and accessible enough to speak to a spectrum of masculinity and create a identity strong enough to rally a community around it.
Wanting to take advantage of the existing fan base and positioning of JOE Media, LoveGunn strategised around a unique brand prism that utilised journalism, originality and entertainment to speak to contemporary male concerns, identities and social politics.
Making quality and credibility the first and most important tenets for JOE Media, LoveGunn also championed originality and freedom of thought to ensure that the platform was adding unique perspectives to the news and media landscape. The commitment to nuance and diverse thought singles the brand out from the run of repetitive ideas and opinions.
LoveGunn set out to reshape JOE Media's connection with its audience, taking it from the restrictive concept of the average man to the inclusive goal to reach every man. Placing the platform at the forefront of challenging and insightful contemporary conversations, we positioned them amongst a broad and diverse church of modern, metropolitan men and women who have progressive views on British culture and politics.