The Code

Pastime is a design studio. We help individuals and organisations across varying industries define who they are, tell their story and connect with their audience through branding, websites and bits in between.

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The Code (2023)

The Code hosts talks and workshops with schools, health groups and workplaces to debunk misconceptions and stigmas 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 palette, and art direction that reinforces 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.

As part of the brand’s social media launch, we art-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.

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 stigmas 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 palette, and art direction that reinforces key notions of investigation and deciphering ‘The Code.’