The Circle

Men talking about manliness

 

Branding

2021

Collaboration with Yael Mogyoros

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Target audience – Israeli men aged 25-35

 

Women in Israel experience discomfort due to the objectifying masculine language that continues to increase in public spaces. This discourse is essentially a self-feeding circle.

In order to break the circle, it is necessary to appeal to men at eye-level in various arenas, by using a new male discourse – men will speak to other men in order to change this discourse and create an alternative, fair and pleasant way of speaking for everyone around them.

 

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The circle is a male forum that deals with making changes to objectifying speaking habits. Participants in the forum are guided by a kit, divided into five levels.

 

The levels are built one on top of the other, leading a process to create an open discourse between participants. The participants pass through different stages in the life of an Israeli man, presenting different angles on daily experiences.

 

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The logo symbolizes the five stages experienced

in the forum – each one alone but also representing

part of an entire proceeds.

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