U Group
Helping people understand the “personal” in personal data.
The data industry has a problem. AI, bots, broken forms, fraud and theft have muddied the quality of consumer data, and built a culture of distrust around data itself. This has distanced brands from their most reliable source of data: people.
U Group is a data company that believes in something that shouldn’t be revolutionary (but certainly feels like it): giving people agency over their data. U Group creates direct, transparent exchanges between people and brands, resulting in high-quality, highly equitable data, straight from the source.
B2B Brand Strategy Brand Identity Brand Voice
U Group
Helping people understand the “personal” in personal data.
The data industry has a problem. AI, bots, broken forms, fraud and theft have muddied the quality of consumer data, and built a culture of distrust around data itself. This has distanced brands from their most reliable source of data: people.
U Group is a data company that believes in something that shouldn’t be revolutionary (but certainly feels like it): giving people agency over their data. U Group creates direct, transparent exchanges between people and brands, resulting in high-quality, highly equitable data, straight from the source.
B2B Brand Strategy Brand Identity Brand Voice
U Group
Helping people understand the “personal” in personal data.
The data industry has a problem. AI, bots, broken forms, fraud and theft have muddied the quality of consumer data, and built a culture of distrust around data itself. This has distanced brands from their most reliable source of data: people.
U Group is a data company that believes in something that shouldn’t be revolutionary (but certainly feels like it): giving people agency over their data. U Group creates direct, transparent exchanges between people and brands, resulting in high-quality, highly equitable data, straight from the source.
B2B Brand Strategy Brand Identity Brand Voice
People Before Data
U Group didn’t want to just stand out from its competitors — they wanted to challenge and shake up the data industry. To do this, we first needed to help them reframe the story of data — and we quickly discovered that helping brands understand data really meant helping them understand people. Rather than just treat data as intangible code, here was an opportunity to find the human meaning in the data point. With this perspective, we created a strategy that placed 'People Before Data'. Now, U Group had the framework to approach every data point, every conversation and every graph through this people-first lens.
People Before Data
U Group didn’t want to just stand out from its competitors — they wanted to challenge and shake up the data industry. To do this, we first needed to help them reframe the story of data — and we quickly discovered that helping brands understand data really meant helping them understand people. Rather than just treat data as intangible code, here was an opportunity to find the human meaning in the data point. With this perspective, we created a strategy that placed 'People Before Data'. Now, U Group had the framework to approach every data point, every conversation and every graph through this people-first lens.
People Before Data
U Group didn’t want to just stand out from its competitors — they wanted to challenge and shake up the data industry. To do this, we first needed to help them reframe the story of data — and we quickly discovered that helping brands understand data really meant helping them understand people. Rather than just treat data as intangible code, here was an opportunity to find the human meaning in the data point. With this perspective, we created a strategy that placed 'People Before Data'. Now, U Group had the framework to approach every data point, every conversation and every graph through this people-first lens.
Authenticators of Data
The identity draws inspiration from the physical world of identification, authentication, and security. Extrapolated from a functional Code-128 barcode, the logo acts as a symbol of holographic certification, stamped across the identity system; the bespoke wordmark simulates a tactile ink-bleed effect, a softer contrast to the data and tech industries; and a punch-card ‘data point’ graphic device is used to anchor imagery and text.
Authenticators of Data
The identity draws inspiration from the physical world of identification, authentication, and security. Extrapolated from a functional Code-128 barcode, the logo acts as a symbol of holographic certification, stamped across the identity system; the bespoke wordmark simulates a tactile ink-bleed effect, a softer contrast to the data and tech industries; and a punch-card ‘data point’ graphic device is used to anchor imagery and text.
Authenticators of Data
The identity draws inspiration from the physical world of identification, authentication, and security. Extrapolated from a functional Code-128 barcode, the logo acts as a symbol of holographic certification, stamped across the identity system; the bespoke wordmark simulates a tactile ink-bleed effect, a softer contrast to the data and tech industries; and a punch-card ‘data point’ graphic device is used to anchor imagery and text.
Data Talks
The brand voice places people first, revealing the human stories within the data points. Language satirises the jargon and cliches overused within the industry, with disclaimers and t’s & c’s flipped to show transparency. And confident headlines turn impenetrable subjects into accessible declarations. By emphasising the very real people who give data meaning, and demanding an ethical data landscape, we helped U Group start a much needed global conversation about what data is — and what it can be.
Data Talks
The brand voice places people first, revealing the human stories within the data points. Language satirises the jargon and cliches overused within the industry, with disclaimers and t’s & c’s flipped to show transparency. And confident headlines turn impenetrable subjects into accessible declarations. By emphasising the very real people who give data meaning, and demanding an ethical data landscape, we helped U Group start a much needed global conversation about what data is — and what it can be.
Data Talks
The brand voice places people first, revealing the human stories within the data points. Language satirises the jargon and cliches overused within the industry, with disclaimers and t’s & c’s flipped to show transparency. And confident headlines turn impenetrable subjects into accessible declarations. By emphasising the very real people who give data meaning, and demanding an ethical data landscape, we helped U Group start a much needed global conversation about what data is — and what it can be.
Credits
Recognition
A big thank you to the U Group group – including Tyler, Ross, Marcus and Brenda – who are not bots, as we were able to verify first-hand.
We appreciate you trusting us to bring some authenticity to authenticators, and meaning to metrics.
Strategy
Claudia Henderson
Storytelling
Daniel St Vincent
Design
Patrick Carroll, Melissa Baillache, Alexis Waller, Joseph Dennis, Dash O’Brien-Georgeson, Atsaya Gabiryalpillai, Emma Turney
Account
Mabel Tu
Typefaces
Founders X-Condensed – Klim Type Foundry
Timezone – HAL Typefsaces
IBM Plex Sans – Mike Abbink, Bold Monday
Awards
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
Featured
Brand New
Credits
Recognition
A big thank you to the U Group group – including Tyler, Ross, Marcus and Brenda – who are not bots, as we were able to verify first-hand.
We appreciate you trusting us to bring some authenticity to authenticators, and meaning to metrics.
Strategy
Claudia Henderson
Storytelling
Daniel St Vincent
Design
Patrick Carroll, Melissa Baillache, Alexis Waller, Joseph Dennis, Dash O’Brien-Georgeson, Atsaya Gabiryalpillai, Emma Turney
Account
Mabel Tu
Typefaces
Founders X-Condensed – Klim Type Foundry
Timezone – HAL Typefsaces
IBM Plex Sans – Mike Abbink, Bold Monday
Awards
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
Featured
Brand New
A big thank you to the U Group group – including Tyler, Ross, Marcus and Brenda – who are not bots, as we were able to verify first-hand.
We appreciate you trusting us to bring some authenticity to authenticators, and meaning to metrics.
Strategy
Claudia Henderson
Storytelling
Daniel St Vincent
Design
Patrick Carroll, Melissa Baillache, Alexis Waller, Joseph Dennis, Dash O’Brien-Georgeson, Atsaya Gabiryalpillai, Emma Turney
Account
Mabel Tu
Typefaces
Founders X-Condensed – Klim Type Foundry
Timezone – HAL Typefsaces
IBM Plex Sans – Mike Abbink, Bold Monday
Recognition
Awards
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
Featured
Brand New
Acknowledgement of Country
The For The People team are spread across the world – but the majority of us currently live on the land known most commonly today as “Australia”. This land has been home to designers, artists, storytellers and planners for tens-of-thousands of years – so our time contributing to these crafts constitutes only a near-infinitesimally small fraction of that history. It’s with profound admiration and deep respect, then, that we acknowledge Aboriginal and Torres Strait Islander peoples as the First Peoples of this country and extend that respect to Elders past and present. They shaped (and continue to shape) the history of this land, they cared for (and continue to care for) its natural environment, and they never ceded its sovereignty. It always was, and always will be, Aboriginal land.
Acknowledgement of Diversity
All fields are improved by diversity – but that's especially true for creativity. We welcome everyone – the neurodiverse, members of the LGBTQI+ community, all (legal working) ages, all ethnicities, all genders, parents, those from unconvential educational backgrounds, people with disability – because we believe both our work and our workplace are improved by diversity of thought and perspective, which can only truly come from diversity of culture and experience. Having said that, we also know we can't simply reap the benefits of diversity without reckoning with the inequities so often suffered by less represented communities. We work to be mindful of our biases, to incorporate proactive representation into our processes, and elevate marginalised voices in our work. It's a forever-ongoing–and–improving process – but it's non-negotiable when you're building an agency that's For The People.
Designed and built by For the People ©2025
Acknowledgement of Country
The For The People team are spread across the world – but the majority of us currently live on the land known most commonly today as “Australia”. This land has been home to designers, artists, storytellers and planners for tens-of-thousands of years – so our time contributing to these crafts constitutes only a near-infinitesimally small fraction of that history. It’s with profound admiration and deep respect, then, that we acknowledge Aboriginal and Torres Strait Islander peoples as the First Peoples of this country and extend that respect to Elders past and present. They shaped (and continue to shape) the history of this land, they cared for (and continue to care for) its natural environment, and they never ceded its sovereignty. It always was, and always will be, Aboriginal land.
Acknowledgement of Diversity
All fields are improved by diversity – but that's especially true for creativity. We welcome everyone – the neurodiverse, members of the LGBTQI+ community, all (legal working) ages, all ethnicities, all genders, parents, those from unconvential educational backgrounds, people with disability – because we believe both our work and our workplace are improved by diversity of thought and perspective, which can only truly come from diversity of culture and experience. Having said that, we also know we can't simply reap the benefits of diversity without reckoning with the inequities so often suffered by less represented communities. We work to be mindful of our biases, to incorporate proactive representation into our processes, and elevate marginalised voices in our work. It's a forever-ongoing–and–improving process – but it's non-negotiable when you're building an agency that's For The People.
Designed and built by For the People ©2025
Acknowledgement of Country
The For The People team are spread across the world – but the majority of us currently live on the land known most commonly today as “Australia”. This land has been home to designers, artists, storytellers and planners for tens-of-thousands of years – so our time contributing to these crafts constitutes only a near-infinitesimally small fraction of that history. It’s with profound admiration and deep respect, then, that we acknowledge Aboriginal and Torres Strait Islander peoples as the First Peoples of this country and extend that respect to Elders past and present. They shaped (and continue to shape) the history of this land, they cared for (and continue to care for) its natural environment, and they never ceded its sovereignty. It always was, and always will be, Aboriginal land.
Acknowledgement of Diversity