GOOGLE HUMAN TRUTHS Division Brand Identity
"People, not Pixel. Inspire, not Inform." That's the concept of this visual language: to bring soul to data, inspire internal audiences, and impress stakeholders and customers.
Strategy: Insights and Audiences. Cultural Aesthetics.
Ideation: Design Sprint. Prototyping.
Creativity: Visual Identity. Product Design.
Agency: C Space London.
My role: Creative Direction, Digital Creative Direction, Product Design Direction.
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Google aimed to unlock new advertising revenue from its top global clients. To capitalise on this opportunity, the tech giant made a strategic move: creating an internal "Human Truths" global insights division to understand customer relationships deeply.
Understand
We audited all of Google's internal and external communications (Think with Google, Google Design, Google Venture, Zoo, etc.), conducted stakeholder interviews, and gained best practices on internal communications (existing and desired).
Google had lots of client data but missed important information about audiences' details, feelings, and cultural differences. Google Human Truths (GHT) filled this gap, combining numbers with research into customer groups worldwide.
Define
We defined three territories to visualise the depth of the human truth and its meaning related to everyday life, business, and data.
Design
After positioning GHT within the Google brand architecture, we defined the core concept: "People, not Pixel. Inspire, not Inform".
Much of internal communications existed to provide functional information, but GHT existed to inspire and bring soul to the data. The branding felt inspirational, human, multi-sensorial, elegant, simple, and authentic.
The focus was simply on humans of any race, age, or condition. The visual language was created and generated upon a simple puzzle of pieces and elements that showed details of the same image with various points of view or combined visuals to create new meanings.
The logo was generated directly from the Google wordmark and typography, and so was the colour palette.
Key assets of GHT were the internal website as a repository hub and the trendsetting reports distributed publicly worldwide via ThinkWithGoogle.com.
Implementation
The impact was positive: helping bring in new revenue from big clients like Nestlé and leading a full global rebranding for Unilever's most important product launch in 10 years.
