But in an industry afflicted by mistrust, U Group needed an identity that would reposition them as the transparent solution – for both the businesses buying data, and the people creating it. We spent multiple days with the U Group team to understand the complexity of the product, the global data supply chain, and the opportunity to give people greater control over the data they create.
To lead change and create a better world of data, we positioned U Group as the ‘authenticators of data’. By cutting through the jargon and emphasising the very real people who give data meaning, we helped U Group start a much needed global conversation about what data is — and who can benefit from it.