"People, not Pixel" is the Google Human Truths division identity concept to bring soul to data, inspire internal audiences, and impress stakeholders and customers.
Strategy: Insights and Audiences. Cultural Aesthetics.
Ideation: Design Sprint. Prototyping.
Creativity: Brand Identity, Data Visualisation and Infographics, Report Design, Launch and Employee Engagement Program, Insight Dashboard Website.
Delivery: Brand Identity. Website.
Client: Google, London, UK.
Agency: C Space London.
My role: Creative Director + User Experience Director.
1
Creating a dedicated internal Google division focused on uncovering "human truths" across different cultures and customer groups.
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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.
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.
We defined three territories to visualise the depth of the human truth and its meaning related to everyday life, business, and data.
The visual identity is generated from the Google brand, while fragmented pieces and perspectives of the same images metaphorically represent the multi-faceted nature of human insights.
2
Housing the insights on an internal website hub and publishing trend reports externally on Think with Google provided good platforms to share the learnings.
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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.
3
A launch event and engagement program inspired employees to translate the human truths learnings into impactful marketing for major clients like Nestlé and Unilever.
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.
