Humans Being
What are we doing?
Humans Being is a self-initiated editorial site that tells true stories about how people are doing, one number at a time. We named it, built the identity and brand book, designed the site and shaped the data behind every tracker.
- Client
- Humans Being, self-initiated
- Category
- Editorial and data
- Our role
- Naming, identity, brand book, site design, editorial approach
- Sections
- Culture, Human limits, Science, Travel
The brief
The answers to big questions exist. They just sit in reports nobody finishes.
The idea
Hang everything on one question. If a story doesn’t help answer what are we doing? it doesn’t run.
The result
A name, an identity, a brand book and a site built to grow one tracker at a time.
Human first. Machine second.
Every stage started with a person. AI helped with four of the seven, and every decision came back to a human.
01 Brief and name
A name for what people are doing.
The brief boiled the whole idea down to one question. The name came from what people are doing, not what happened to them.
Brief and naming
02 Identity
A grotesk for the voice, a serif for reading.
The identity pairs a wide grotesk with a serif, so the site feels like a place to spend time instead of a dashboard to scan. The brand book holds it all together.
Identity and brand book
03 Concept
Four sections, each a living tracker.
Culture, Human limits, Science and Travel each follow a topic over time, so every story is a snapshot of something still unfolding.
Concept
04 The site
One question, one number, one page.
Every story starts with a single question and follows public data to the answer. Each one gets its own page, so a single number can travel on social and bring people back.
Site design
Visit Humans Being05 The ads
Every story ends with an ad.
Each story closes with an ad that turns the insight into an idea, from the GOAT debate in sports to the progress of AI.
Ads
Seven stages. Every call human.
Every stage of Humans Being started with a person. AI supported four of the seven, and every time, the work came back to a human to decide.
- Brief
- Naming
- Identity
- Concept
- Product
- Ads
- Social
What we did
- Naming
- Identity
- Brand book
- Site design
- Data and editorial
- Ad concepts
- Social
06 Social
Built to travel.
Three building stages, product, ads and social, used AI for support. Every call stayed human.
Process: building