With our behavioural science-based
Wellbeing Framework™ we help
brands understand how people think,
not what they think.

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The pursuit of wellbeing
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All humans are motivated by
a pursuit to achieve wellbeing,
to eliminate the needs and tensions
that can occur throughout their lives.

The Wellbeing Framework™

To help brands to play a meaningful role in people’s wellbeing, we use our Wellbeing Framework™ and its Four Dimensions of Wellbeing. A modern, behavioural science-based evolution of Maslow’s classic hierarchy of needs, this modern approach shows how your brand can support your audience’s pursuit of wellbeing. By focusing on how people think, rather than just what they think, we can better understand and connect with them.

The Four Dimensions of Wellbeing

Functional

Wellbeing

The most conscious way

we think about a brand’s

influence in our lives.

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Esteem

Wellbeing

How a brand makes

us feel about ourselves

independent of others.

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Social
Wellbeing

Brands support this by
making us feel connected to
something beyond ourselves.

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Transformative

Wellbeing

When a brand changes the

way we view and interact

with the world around us.

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Humanity’s full brand
transformation process 

Aligning Your Vision with Strategy

At Humanity, we partner with you at any stage of your brand's journey—from strategy to identity to launch. But when it comes to full brand transformations, we take a deeper approach. By grounding every aspect of your brand in behavioral science-based insights, we ensure your brand resonates with your audience on a meaningful level, aligning your vision with authentic, actionable strategy.

  • Getting to know you and your brand
    We’re excited to meet your team and dive into your world. During this phase, we’ll work closely with you to understand your business, its challenges, and its aspirations. Together, we’ll explore the current state of your brand’s wellbeing, helping us pinpoint opportunities for growth and transformation. This is the foundation for a successful partnership and a thriving brand.

  • Brand Strategy

    This is where our Wellbeing Framework™ begins to come to life. We’ll immerse ourselves in your brand and audience through deep behavioural science-based research tailored to your needs and budget. Our approach goes beyond data to truly understand people on a human level—both consciously and subconsciously. With these insights, we’ll conduct a Wellbeing Workshop with your team to map out what dimension of wellbeing your business and brand can authentically support your brand community. The results of this collaboration form the foundation of a creative brief that guides and inspires our creative teams.

  • Verbal Identity

    A verbal identity is the unique voice and tone a brand uses to communicate, shaping how it expresses its values, personality, and message across all platforms. We begin by hosting a Communications Workshop with your team, combining your deep knowledge of your business with our behavioral science-based insights. Together, we’ll craft a communication architecture that aligns with your chosen dimension of wellbeing, ensuring your brand speaks to your audience in a compelling and effective way. This process lays the foundation for a strong and consistent verbal identity that is human and resonates with your community.

  • Visual Identity

    Your visual identity is how your audience recognizes and connects with your brand, so every element must resonate in the right way. Starting with moodboards and evolving into a comprehensive design system, we create visual assets that not only make your business stand out but also stay true to our behavioral science-based insights. The result is a cohesive brand identity, thoroughly documented in robust brand guidelines that ensure consistency across all touchpoints.

  • Internal Launch

    Your brand is one of your most valuable assets, but it must first inspire your internal stakeholders before it can resonate with the broader external community. We’ll collaborate with you to create a tailored internal rollout plan that could include an internal launch video, a campaign, or workshops led by our Humanity team. This ensures your brand is embraced from within, setting the stage for its external success.

  • External Launch

    Now it’s time to unveil your fully transformed brand to the world. Whether it’s updating all your marketing assets or launching a comprehensive mass campaign, Humanity will craft and rollout a strategic brand launch plan that meets your audience where they are. With your new brand identity firmly in place, we’ll ensure your message reaches and resonates with the right humans, championing your brand’s success.