Humanfolk Brand Story
The Challenge
Humanfolk Studio is a human-centred branding agency that focusses on helping entrepreneurs and SMEs achieve measurable success by connecting more deeply to their customers. I was tasked with capturing their approach in a compelling story that avoids tired, forgettable tropes.
The full brand story is below. I also contributed to and edited other parts of the website which can be found here.
My Role
Copywriting. Strategy.
All we really know is that you want your business to succeed. But what is success to you?
Steady growth that allows you or your team to live life on your own terms? Fighting for a better future for your community? Achieving scalability that changes which league you’re playing in? Success is far more human than most people who try to sell you success would ever admit. It’s complicated. And it’s personal.
Our client Mike Greenfield - one helluva chef - challenged us four years ago to get him to a million YouTube subscribers. We blew past 3 million subs last year. We launched his online cooking school. And now we’re branding his new line of cookware and helping set his business up for greater success over the next five years. He trusts Humanfolk to help turn his dreams into reality.
Land developer Canacre originally came to us for a logo, and now we get calls about designing software solutions for their field agents. Coyote’s Bistro asked us to stop our promotions because their kitchen couldn’t keep up. And food startup Hart & Zeil asked us whether they should offer gluten-free product options. Fortunately the answer was clear based on the brand promise we created for them.
There are questions that every business that could succeed - or wildly succeed - need answered, from branding to customer-focussed business strategies to implementation. And that’s where Humanfolk comes in. The world is full of beautiful design and branding solutions that answer entirely the wrong questions. But we know that expertly defining the question is what provides the bedrock foundation for truly great solutions.
Our mission is to help entrepreneurs and SMEs achieve measurable success by aligning their goals and connecting more deeply with their customers. We’re a group of talented, passionate, and empathetic strategists and designers who want to help unlock your business’s potential so that you can THRIVE. By working smart. And by treating each other and our customers as human beings. How about we have a conversation and see if we can get there together?