02.
PEOPLEHOOD
Brand Identity
Art Direction
PEOPLEHOOD, founded in 2019, is a modern NYC-based community focused on relationship practices and emotional connection.
The rebranding aims to infuse warmth and encourage deeper, unfiltered emotional exchanges. Reminding us that strangers can also become kindred spirits through open, honest dialogue.
Peoplehood was founded by the creator of SoulCycle, but instead of focusing on physical fitness, it reimagines wellness through the lens of emotional fitness.
Through guided group sessions centered on storytelling, presence, and listening, it creates space for people to build empathy and emotional resilience.
Through music, lighting, and seating, it fosters real-time, human connection in a safe and warm environment.
All the graphic element comes from what’s presented in Peoplehood session: candles, plants, books, and hand gestures, to evoke presence.
The rough edges in the visuals were crafted to reflect the discomfort of unfiltered conversations with strangers, embracing the raw, unforgettable nature of the experience.
Peoplehood should feel human-centered, warm, and emotionally grounded. It embraces natural light, intimate framing, and genuine expressions. To capture real moments of connection and presence between individuals.
The rearranged type highlights the core of each Peoplehood session: to listen, to connect, and to be fully present. It reflects the slightly uneasy, yet deeply genuine process of forming real human connections.