ReWired
Client
New Zealand Drug Foundation
Agency
Curative
ReWired is a program in New Zealand, supporting gay and bisexual men who use methamphetamine,
particularly in the context of “Chemsex” or Party N Play (PnP). The aim was to create an inclusive,
non-judgmental space to help participants reassess their relationship with methamphetamine while
exploring broader issues like intimacy, loneliness, and self-image.
The project required developing a brand identity that authentically represented the intense and
intimate experiences associated with the program. A brand system was created using intense hyper-color
imagery to symbolize the vividness and intensity of methamphetamine use, and a dynamic logo was
designed to reflect the shifting focus participants experience, emphasizing clarity and connection.
A comprehensive website was developed to serve as the program’s digital hub, offering detailed
information, easy event sign-ups, and accessible resources. The site was designed for intuitive
navigation and ensured user privacy, catering to those seeking discreet support and information.
To visually capture the program’s essence, a series of photoshoots were conducted, producing an
evocative image library. These images featured men in various erotic scenarios, shot with guidance
from an intimacy coordinator to ensure respectful and controlled representation of the program’s
complex and personal themes.
The rebranding and digital overhaul significantly boosted ReWired’s engagement and visibility within
the community. The new identity and website effectively communicated the program’s core message and
provided a welcoming platform for men to explore their relationship with PnP. Feedback indicated that
the community felt seen, understood, and welcomed by the refreshed branding and online presence. This
transformation underscored ReWired’s commitment to providing a unique, judgment-free environment,
encouraging safer and more informed relationships with methamphetamine among its participants.
View the project here.
