U Group

Help people understand the "personal" in personal data

The data industry has a problem. AI, bots, broken forms, fraud and theft have muddied the quality of consumer data, and built a culture of distrust around data itself. This has distanced brands from their most reliable source of data: people.

U Group is a data company that believes in something that shouldn’t be revolutionary (but certainly feels like it): giving people agency over their data. U Group creates direct, transparent exchanges between people and brands, resulting in high-quality, highly equitable data, straight from the source.

B2B Brand Strategy Brand Identity Brand Voice
U Group

Help people understand the "personal" in personal data

The data industry has a problem. AI, bots, broken forms, fraud and theft have muddied the quality of consumer data, and built a culture of distrust around data itself. This has distanced brands from their most reliable source of data: people.

U Group is a data company that believes in something that shouldn’t be revolutionary (but certainly feels like it): giving people agency over their data. U Group creates direct, transparent exchanges between people and brands, resulting in high-quality, highly equitable data, straight from the source.

B2B Brand Strategy Brand Identity Brand Voice
People Before Data

U Group didn’t want to just stand out from its competitors — they wanted to challenge and shake up the data industry. To do this, we first needed to help them reframe the story of data — and we quickly discovered that helping brands understand data really meant helping them understand people. Rather than just treat data as intangible code, here was an opportunity to find the human meaning in the data point. With this perspective, we created a strategy that placed 'People Before Data'. Now, U Group had the framework to approach every data point, every conversation and every graph through this people-first lens.

People Before Data

U Group didn’t want to just stand out from its competitors — they wanted to challenge and shake up the data industry. To do this, we first needed to help them reframe the story of data — and we quickly discovered that helping brands understand data really meant helping them understand people. Rather than just treat data as intangible code, here was an opportunity to find the human meaning in the data point. With this perspective, we created a strategy that placed 'People Before Data'. Now, U Group had the framework to approach every data point, every conversation and every graph through this people-first lens.

Authenticators of Data

The identity draws inspiration from the physical world of identification, authentication, and security. Extrapolated from a functional Code-128 barcode, the logo acts as a symbol of holographic certification, stamped across the identity system; the bespoke wordmark simulates a tactile ink-bleed effect, a softer contrast to the data and tech industries; and a punch-card ‘data point’ graphic device is used to anchor imagery and text.

Authenticators of Data

The identity draws inspiration from the physical world of identification, authentication, and security. Extrapolated from a functional Code-128 barcode, the logo acts as a symbol of holographic certification, stamped across the identity system; the bespoke wordmark simulates a tactile ink-bleed effect, a softer contrast to the data and tech industries; and a punch-card ‘data point’ graphic device is used to anchor imagery and text.

The identity draws inspiration from the physical world of identification, authentication, and security.

The identity draws inspiration from the physical world of identification, authentication, and security.

Data Talks

The brand voice places people first, revealing the human stories within the data points. Language satirises the jargon and cliches overused within the industry, with disclaimers and t’s & c’s flipped to show transparency. And confident headlines turn impenetrable subjects into accessible declarations. By emphasising the very real people who give data meaning, and demanding an ethical data landscape, we helped U Group start a much needed global conversation about what data is — and what it can be.

Data Talks

The brand voice places people first, revealing the human stories within the data points. Language satirises the jargon and cliches overused within the industry, with disclaimers and t’s & c’s flipped to show transparency. And confident headlines turn impenetrable subjects into accessible declarations. By emphasising the very real people who give data meaning, and demanding an ethical data landscape, we helped U Group start a much needed global conversation about what data is — and what it can be.

Credits

Recognition

A big thank you to the U Group group – including Tyler, Ross and Brenda – who are not bots, as we were able to verify first-hand.



We appreciate you trusting us to bring some authenticity to authenticators, and meaning to metrics.

Strategy
Claudia Henderson, James Cooper

Storytelling
Daniel St Vincent

Design
Patrick Carroll, Melissa Baillache, Alexis Waller, Joseph Dennis, Dash O’Brien-Georgeson, Atsaya Gabiryalpillai, Emma Turney

Account
Mabel Tu

Typefaces


Founders X-Condensed – Klim Type Foundry


Timezone – HAL Typefsaces


IBM Plex Sans – Mike Abbink, Bold Monday

Awards
AGDA Awards


Merit – Tone of Voice





Good Design Awards


Gold – Branding and Identity





D&AD


Shortlisted – Writing for Design





Brand New


Ranked #1 – Tone of Voice 2024

Featured
Brand New

A big thank you to the U Group group – including Tyler, Ross and Brenda – who are not bots, as we were able to verify first-hand.



We appreciate you trusting us to bring some authenticity to authenticators, and meaning to metrics.

Strategy
Claudia Henderson, James Cooper

Storytelling
Daniel St Vincent

Design
Patrick Carroll, Melissa Baillache, Alexis Waller, Joseph Dennis, Dash O’Brien-Georgeson, Atsaya Gabiryalpillai, Emma Turney

Account
Mabel Tu

Typefaces


Founders X-Condensed – Klim Type Foundry


Timezone – HAL Typefsaces


IBM Plex Sans – Mike Abbink, Bold Monday

Awards
AGDA Awards


Merit – Tone of Voice





Good Design Awards


Gold – Branding and Identity





D&AD


Shortlisted – Writing for Design





Brand New


Ranked #1 – Tone of Voice 2024

Featured
Brand New

Acknowledgement of Country

Acknowledgement of Diversity


© 2024

Instagram

LinkedIn

FAQ

Contact

For The People acknowledges the First Peoples of Australia, their Elders past, present and emerging.
We pay our respects to the traditional storytellers, designers, artists and owners of the land on which we live and work.

Instagram

LinkedIn

FAQ

Contact

NOT FOR THE ROBOTS

Menu