Hello there. Humanity here. We are an independent, brand transformation agency, specializing in behavioural science-based strategy and creative. We make forward-thinking brands more human, creating meaningful impact on their business and in society.
Calgary Housing (CH) has been serving the Calgary community for almost 50 years. When we first met, CH was poised for a complete transformation, evolving from its role managing social housing on behalf of The City of Calgary to become an independent social enterprise. This fundamental shift required a comprehensive brand transformation.
Through 1:1 interviews with community partners, employees, and residents, we discovered that CH is much more than housing. Providing housing is just the beginning of the conversation; it’s a new start. CH plays a vital role in society, focusing not only on individual or intergenerational success but on the entire community’s wellbeing.
Grounded in the Wellbeing Framework™, we uncovered CH’s true role in the lives of its diverse audience, inspiring us to craft their new brand purpose: “Creating opportunities for communities to flourish.” This purpose aligns with Transformative Wellbeing and CH’s new structure as a social enterprise, transforming communities and lives across the city.
The new visual brand identity embodies the Transformative Wellbeing CH provides, while also making it very ownable to the local Calgary community. We landed on the concept of ‘nesting’, featuring Calgary’s native Black-capped Chickadee. Nesting is natural and essential, symbolizing making one’s home. The bird, framed within a simple house outline, makes the logo universally relatable and approachable. A fresh colour palette of caramel, lilac, and cream differentiates the new brand, making it feel accessible, warm, and friendly.
CH is more than housing; it’s about fostering community wellbeing and individual growth. We’re proud to partner with CH on their transformative journey.
Our scope for the initial brand transformation included:
• Brand Purpose
• Brand Strategy
• CH Wellbeing Framework
• Communications Workshop
• Verbal Identity
• Visual Identity
• Brand Guidelines
• Marketing Materials
[Video Description:]
An animated video showing off the typography, graphics, illustrations, photography, and cinematic style of Calgary Housing’s new brand identity.
#Humanity#MakingBrandsMoreHuman#HumanityAgency#BrandTransformation#BrandAdvertising#BrandStrategy#BrandCreative#BrandDesign#BrandIdentity
🥳 During our 4-year Humanniversary month of July, some of our Toronto humans, along with some of their favourite humans, had a delightful picnic in the park for an evening of good food and great times. 🐕🍉🌳
#Humanity#MakingBrandsMoreHuman#Advertising#SummerFun#Humanniversary
[Image Description:]
Carousel of four images of the Humanity picnic. Image one: Group photo of the Humanity team. Image two: Candid photo of Humanity team around the food table. Image three: Candid photo of Luna, a white and black speckled dog looking at a sandwich plate. Image four: Candid photo of Humanity team members and Luna.
This summer, a handful of Manitoba dairy farmers have partnered with two popular gaming streamers to open up the doors to their virtual dairy farms. Together, they’ve invited everyone in to learn more about what life on a dairy farm is like.
Both fun and educational, this campaign gives insight into a wide variety of topics from animal care to innovative technology like automatic milking systems which adds consistency to a cow’s daily routine, and gives farmers the time they need to spend with cows that may need any extra attention.
[Video Description:]
Austin Farmer plays Farming Simulator 22 with Manitoba dairy Farmer, Jake.
Austin: “There is a set of automatic milkers.”
Jake: “So this one and and that feeding system over there is actually the exact ones we’ve got in my barn. In real life, we put collars on our cows and it tells us if they’re eating or not. So we know exactly if the cow is kind of feeling off or if they’re 100%.”
#DairyFarmersOfManitoba#FarmingSimulator#GIANTSSoftware#AllFromAGoodPlace#Humanity#BrandTransformation#MakingBrandsMoreHuman
As people, empathy is essential for us to build meaningful relationships with others. And just like people, when brands have empathy, they’re able to forge a deeper connection with their consumers. Today, we’re highlighting five key benefits of running an empathetic brand. Swipe through to read!
[Image Description:]
Carousel of seven Humanity branded graphic images with text. First image: Humanity logo. Business of Branding. Brands with Empathy. Second image: Meet consumer needs better. An empathetic brand will take the time to understand their consumer on a human level, learn what motivates them, and take action to better meet their needs. Third image: Have improved consumer loyalty. A brand that better understands their consumers is going to naturally enjoy improved consumer loyalty. This loyalty will create brand champions that are bold advocates for your brand. Fourth image: Achieve enhanced innovation. Having a deeper understanding of the consumer helps brands fuel a culture of consumer-centric innovation. Fifth image: Authentically engage with diversity. Empathetic brands are able to understand diverse audiences, allowing them to engage in a relevant and human way. Sixth image: Have higher employee engagement. Empathetic brands turn their empathy inwards and build a culture that adds greater meaning to their employee’s lives. Seventh image: Humanity logo. Making brands more human.
#Humanity#MakingBrandsMoreHuman#TransformativeBranding#BrandPositioning
Earlier this year, we started a new social series on #InternationalWomensDay about how brands and people can #InspireInclusion for women and girls all throughout the year. As individuals, it’s important that we not only understand the importance of including women and girls, but also that we value and seek out their inclusion in all spaces.
Sharing this knowledge, support, and encouragement with one another is key, so today we’ll be continuing our series by highlighting three new important ways we can all inspire inclusion for women and girls. Because in the words of world-renowned feminist, journalist, and activist Gloria Steinem, “The story of women’s struggle for equality belongs to no single feminist nor to any one organization but to the collective efforts of all who care about human rights.”
[Image Description:]
A carousel of 5 Humanity branded graphic images with text.
First image: #InspireInclusion for Women and Girls.
Second image: There are many ways organizations and people can continue to inspire the inclusion of women and girls such as…
Third image: Designing and building infrastructure that meets the needs of women and girls.
Fourth image: Providing women and girls with access to quality education and training.
Fifth image: Promoting the creative and artistic talent of women and girls.
#Humanity#MakingBrandsMoreHuman#InspireInclusion#IWD#IWD2024
Over the years, we as a society have had less and less of a connection to our food and the farmers that work hard every day to provide it for us. This summer, a few Manitoba dairy farmers are working to change that. Partnering with top farming simulator streamers, real Manitoba dairy farmers have invited everyone onto their virtual farms to learn a little more about what they do every day.
Entertaining and educational, these streams have highlighted some key facts about dairy farming like:
1) Dairy farmers feed their cows nutritionally balanced feed and provide them with unlimited access to clean, fresh water.
2) Dairy cows are usually fed a mixture of silage, hay, and grains, which are typically grown on the farm.
3) Additionally, dairy farmers use alfalfa to feed the cows, and the alfalfa is fertilized with cow manure to grow. Together, they keep the cycle of sustainability going.
4) Dairy farmers work closely with cow nutrition experts to ensure the cow’s feed is balanced and meets specific nutrition requirements.
Throughout July and August, these dairy farmers will continue their virtual farming adventures as they share authentic insights about life on the farm and how everything they do is All from a good place.
[Video Description:]
UltrasaurusTV plays Farming Simulator 22 with Manitoba dairy Farmer, Alain.
UltrasaurusTV: “One thing that I have not fed these cows yet… mineral feed.”
Alain: “Yup”
UltrasaurusTV: “So here in Farm Sim, we just place them on the ground and they magically disappear.”
Alain: “Isn’t that amazing?! It’s just… I carry that!”
#DairyFarmersOfManitoba#FarmingSimulator#GIANTSSoftware#AllFromAGoodPlace#Humanity#BrandTransformation#MakingBrandsMoreHuman
Wow, we’re four already? Time really flies when you have a clear vision and are surrounded with amazing humans!
At Humanity, these past four years have been an incredible journey of growth, transformation, and impact. We started with a vision to redefine branding by making it more human-centric, and today, we’re proud to see how that vision has shaped so many brand success stories.
None of this would have been possible without the dedication and talents of our incredible humans, the support of our advisors and mentors, and the trust of our partners who believed in our Wellbeing Framework™ approach. Each one of you has shared in our vision to make brands more human, creating meaningful impact in business and in society.
Together, we’ll continue to push boundaries, innovate, and champion brands that are not just successful, but also deeply connected to the communities they serve.
Mark HarrisonMH3 Collective
[Image Description:]
An animated image of birthday cake with four candles that says “Together we are four.”
#Humanity#MakingBrandsMoreHuman#TogetherWeAreFour#Humaniversary#HumanityAgency#BrandTransformation#BrandAdvertising#BrandStrategy#BrandCreative#BrandDesign
Did you know that the video game Farming Simulator 22 sold about 6M copies in 2021? That means about 6M people want to live the life of the farmer! And so, Manitoba’s dairy farmers are excited to share their world with you this summer—Farming Simulator style!
Throughout July and August, real Manitoba dairy farmers will be teaming up with some top Farming Sim streamers to play the game, compare the similarities, and talk about life on their farms. Because everything Manitoba’s dairy farmers do is All from a good place.
[Video Description:]
UltrasaurusTV plays Farming Simulator 22 while talking about dairy farms and greenhouse gas emissions in Canada. “Dairy farms represent less than 1% of Canada’s greenhouse gas emissions. A really good number to hear, I don’t know why I thought the number was a lot higher than that but yeah it’s only 1%! Go Canada, we love that.”
#DairyFarmersOfManitoba#FarmingSimulator#GIANTSSoftware#AllFromAGoodPlace#Humanity#BrandTransformation#MakingBrandsMoreHuman
🧐 Ever noticed how we tend to follow the crowd? That’s the bandwagon effect! It’s a psychological phenomenon where people tend to adopt certain behaviours, styles, or attitudes simply because others are doing so. This effect is often driven by a desire to conform and be part of the majority or a popular trend. You see it everywhere: in sports, shopping habits, and social media trends.
We mimic others’ actions and opinions because we think popular means better, and we don’t want to miss out. Group settings amplify this effect with peer pressure.
Think about sports teams where people support the most popular team, or buying popular products, or following the latest fashion trends. The bandwagon effect shows just how much social influence shapes our choices.
But here’s the thing: Understanding this effect can help us make more thoughtful choices. By recognizing our tendency to join the crowd, we can decide for ourselves what really matters. And as brands, the more we understand people on a human level, the deeper the connection we can make.
Behavioural science. The more you know 💫.
________
Humanity uses our behavioural-science Wellbeing Framework™ to help brands understand how people think, not what they think.
[Image Description:]
A white graphic image with a red semi circle and a piece of the humanity H in the upper left corner. In the right hand corner is a red asterisk with the words, “Humans being” in all caps. The words, “The bandwagon effect” in all caps and a short sentence beneath, “Our tendency to adopt specific behaviours or beliefs simply because a large number of others are doing so.”
#Humanity#MakingBrandsMoreHuman#BehaviouralScience#BrandTransformation#BandwagonEffect#MakeADifference
