[WORK]

U Group & CO

From a product focused scale-up, to a category leader that puts people first.
The value of data has given way to a multi-billion dollar industry that is set to grow. But through this growth, the industry has also become muddied by bots, fraud and theft, and has led to quality and trust issues with customers. The solution? Enter: U Group, whose platform enables brands to directly connect with customers, and allows people to monitise their data. U Group are leading the way in delivering high-quality, highly equitable data, straight from the source.
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.

[NEW VISION]

PEOPLE BEFORE DATA

The new vision ‘People Before Data’ sets a clear mandate for the growing organisation, and sets a new benchmark for a growing industry or data distributors. To bring this to life, the brand identity draws inspiration from the physical world of identification, authentication and security. 

With a logo that acts as a symbol of certification, stamped across the identity system. Storytelling places people first, revealing the human stories behind each data point — often satirising the jargon and cliches overused within the industry. A brand that humanises data, for humans.

STUDIO

For The People


TEAM


Strategy Director
Claudia Henderson

Senior Storyteller
Daniel St Vincent

Creative Director
Melissa Baillache
Alexis Waller

Designers
Patrick Carroll
Joseph Dennis
Dash O’Brien-Georgeson Atsaya Gabiryalpillai Emma Turney

Account Director
Mabel Tu

INDUSTRY


Technology


AWARDS & FEATURES


AGDA Awards


Merit – Tone of Voice





Brand New


Ranked #1 – Tone of Voice, 2024

Good Design Awards


Gold – Branding and Identity





D&AD Awards
Shortlisted – Writing for Design





Brand New