Humankind needed to transition from their established position as a forward-thinking consultancy to a partnership model that provides continuous, integrated support to their clients. This shift was crucial in demonstrating their commitment to working alongside businesses as an extension of their leadership teams. The aim was to communicate their unique value in offering a fractional partnership model—where they are actively involved in both strategic guidance and day-to-day execution, truly partnering with clients to drive performance and cultural impact.
Ocean Design’s 'Brand Sprint' process was instrumental in achieving this transformation.
We developed a compelling brand narrative that positions Humankind as a ‘People Performance Partner’. This new narrative emphasises their role in not just advising but actively engaging with organisations to elevate performance and foster high-impact cultures. It reflects the evolving needs of business leaders who require strategic partners capable of providing both insight and execution.
The visual identity was refreshed to align with this new positioning. We introduced a modern colour palette, refined typography, and bespoke icons to represent Humankind’s dynamic, hands-on approach. New digital and print templates were also designed to ensure consistent communication across all channels.
To further reinforce their new positioning, we named the ‘Superhumans’ community—a collaborative platform for CEOs and people leaders to share insights, seek advice, and build strategies together. This initiative supports Humankind’s commitment to fostering a community of practice and continuous learning among their clients.
Humankind’s strategic shift to a partnership model has successfully aligned their services with the evolving needs of the market. The new brand narrative and visual identity have reinforced their position as a market leader, differentiating them from competitors and enhancing their reputation as a trusted partner in driving business performance. The ‘Superhumans’ community is further solidifying their role as an innovative, committed leader in the People & Culture space, fostering deeper client engagement and ongoing opportunities for growth.
Ocean Design’s 'Brand Sprint' approach proved to be the perfect vehicle for this evolution, enabling Humankind to continue thriving as a strategic partner in a rapidly changing market.
