The Code

Pastime is a design studio specialising in brand and campaigns, web and digital, print and packaging and signage and styling. We help individuals and organisations across varying industries define who they are, tell their story and connect with their audience. Our process is shaped by strategic thinking and collaboration with our creative network, allowing us to deliver thoughtful and engaging design outcomes.

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The Code (2023)

The Code hosts talks and workshops with schools, health groups and workplaces to debunk misconceptions and stigma s surrounding menstrual health. Approached with such an important though ‘taboo’ subject, and a wide 10–35-year-old menstruator target audience, we built an expressive and engaging visual identity based on the brand’s objective of “Solving Menstrual Mysteries.” This includes typography heavily inspired by 1940s detective film title sequences, a vibrant 1970’s colour pralette, and art direction that reinforce key notions of investigation and deciphering ‘The Code.’

With educators exploring menstrual health through a range of ‘codes,’ each pregnancy, fertility, contraception, endometriosis, menstruation and P.C.O.S topic adopts its own sub-identity, which work together to form a dynamic, educational and inclusive brand for menstruators of all genders with unique patterns and diagnoses.

To launch the brand, we directed a series of videos inspired by 1940’s detective film sequences that introduced key topics and focuses, aided by retro objects and witty symbolism. Managing all stages of the project, from conceptualisation and styling through to editing, we aimed to engage both young and adult menstruators towards The Code’s services and expertise.

Services:

Strategy & Positioning

Naming

Tone of Voice

Narrative & Copywriting

Creative Direction

Visual Identity

Art Direction

Website Design

Website Development

Stationery

Packaging

Partners & Credits:

Kelsey Zafiridis: Photography

T26 Type Foundry: Corporate A ‘Condensed’

The Code (2023)

The Code hosts talks and workshops with schools, health groups and workplaces to debunk misconceptions and stigma s surrounding menstrual health.

Approached with such an important though ‘taboo’ subject, and a wide 10–35-year-old menstruator target audience, we built an expressive and engaging visual identity based on the brand’s objective of “Solving Menstrual Mysteries.” This includes typography heavily inspired by 1940s detective film title sequences, a vibrant 1970’s colour pralette, and art direction that reinforce key notions of investigation and deciphering ‘The Code.’