TFH believes that becoming a father is the greatest opportunity a man can get.
TFH believes that becoming a father is the greatest opportunity a man can get.
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Brand Strategy
Identity
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Publication
One small step for man… One giant leap for dads. Tired of the same old daggy generic dad stuff and a general lack of good (Australian) content on the important topic? Introducing www.the-father-hood.com. These dads have taken one small step for man… one giant leap for dads. Published by Murdoch Books, The Father Hood: Inspiration For The New Dad Generation shines a spotlight on the evolution of the modern dad through a collection of interviews, essays, stats and insights. Atollon worked with Murdoch and TFH to design a publication that was full of digestible content. This is far from a wall to wall of text, we approached this project as we would a magazine.
The book explores the thrilling diversity of the new fatherhood. From gay dads to single dads, there’s no template for how to be a good father. We showcase dads from all walks of life who are doing it their way and doing it well. Back in the day, a father’s role was limited to being the breadwinner and disciplinarian. Luckily, times have changed. Our first book celebrates the growing tribe of hands-on dads who are discovering that fatherhood has been the making of them as men.
TFH believes that becoming a father is the greatest opportunity a man can get. The new destination for Australian dads. And it’s long overdue. Finally, there is a media brand to help fathers navigate through the hot mess of having kids. TFH exists help dads live their very best lives as men. Made for dads, by dads.
