Google Human Truth
A strategic internal division that uncovered cultural insights to inspire innovative marketing strategies and drive new revenue streams for Google’s top global clients.
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: Experience/UX Director.
1
Discovering the Missing Piece
Google had vast client data but lacked the deeper, emotional insights needed to connect with global audiences authentically.
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Google aimed to increase advertising revenue from top global clients but faced a critical gap: plenty of numbers, yet few nuanced insights into how real people felt and behaved across cultures.
We began by auditing Google’s internal and external channels and platforms (including Think with Google, Google Design, Google Venture, and Zoo), conducting stakeholder interviews, and benchmarking existing internal communications practices against desired ones.
This revealed the need for deeper human-centric intelligence, insights that standard data alone couldn’t provide.
2
Framing the Human Truth Concept
Developed a clear positioning and identity concept, “People, not Pixel”, to humanise Google’s insights division.
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We crafted the central positioning to differentiate the new Human Truths division within Google’s vast ecosystem: “People, not Pixel. Inspire, not Inform.” The idea shifted Google’s internal narrative from purely functional data to genuinely inspirational, human-centered insights.
We defined three strategic territories to visualise human truths, showing connections to everyday life, business decisions, and emotional resonance.
3
Creating a Multi-layered Visual Identity
Delivered an elegant visual language inspired by Google’s brand, using fragmented imagery as a metaphor for diverse human perspectives.
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Through a collaborative design sprint and prototyping sessions, the visual identity emerged directly from Google’s established wordmark and typography.
The fragmented, puzzle-like visuals conveyed multiple perspectives and deeper layers of meaning, capturing the nuanced reality of human insights. This multi-sensory, authentic approach spoke directly to diverse audiences, transcending age, culture, or condition.
The flexible and elegant identity system reinforced the core idea: turning data into relatable human stories.
4
Launching a Platform for Impact
Built an internal digital hub and external communications platform to inspire teams, foster client engagement, and generate significant business impact.
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The implementation focused on two critical assets: a dynamic internal website that housed human insights for internal Google teams and trend reports published externally via ThinkWithGoogle.com.
The launch included a tailored employee engagement program, ensuring teams understood how to leverage these insights effectively in their client work.
This strategic rollout energised employees and immediately drove tangible results, winning new business from global brands such as Nestlé and directly influencing a major global rebranding initiative for Unilever’s most significant product launch in a decade.
I led this project as both the Creative Director and the User Experience Director, combining strategic thinking, creative vision, and executional leadership.
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