We helped the White Ribbon Campaign rebrand and reposition their organization around a new core mission: working with men to rewrite the outdated code of masculinity that leads to violence against women. We got men’s attention with a series of wild postings that seemed to come from a reactionary underground men’s

group. To enhance the grassroots effect we created a masculine and aggressive hand-cut typeface “Agro Sans” that looked as though it could have come from a low-tech basement printing press.