Group of Humans

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Group Of Humans is a United Kingdom–based creative collective and consulting firm founded by Rob Noble. The company operates as a distributed network of independent specialists providing strategic and creative consultancy in areas including branding, storytelling, design systems, and business strategy. Its clients include organizations in sectors such as health, education, environmental sustainability, finance, and technology.

History

Group of Humans Limited was incorporated in the United Kingdom on 25 July 2017. The firm was founded by Rob Noble as an alternative to traditional agency structures, operating as a collective of independent practitioners rather than a conventional in-house agency team. The company coordinates project-based teams drawn from a network of specialists across creative, strategic, and advisory disciplines.

Operating Model

Group of Humans functions as a fully distributed collective of over 90 independent practitioners across creative, strategic, and technological disciplines. The firm does not maintain a permanent in-house staff; instead, it assembles project-specific teams, referred to internally as "Tribes," drawn from its broader network of independent professionals, known as "Humans." This model allows the organization to scale teams according to project requirements and access specialists from different disciplines and locations.

Practitioners are organised according to functional archetypes: Architects, Strategists, Guides, Storytellers, Makers, Challengers, and Synthesizers. Selection of members is based on expertise, industry experience, and collaborative working style.

Services

The firm offers consultancy in four primary areas: brand strategy and identity (Brand Builders); advisory support for new ventures (Founders); design systems and digital platforms (Design Leaders); and organisational and digital transformation (Change Makers).

Strategic initiatives

Group Of Humans has developed several thematic initiatives addressing topics including space, health, education, environment, and finance. These include:

  • One Step Further – focused on branding within the space economy, with partnerships including Astrolab for lunar missions under NASA's Artemis program.
  • Healthspan – concerned with proactive approaches to health and longevity.
  • Human Skills – an educational initiative emphasising human capabilities, developed in collaboration with Gates Ventures and XQ Institute.
  • Seedwork – supporting regenerative environmental systems.
  • Life Capital – focused on trust-based financial systems.

Notable clients and projects

The firm has worked with organisations across education, energy, technology, and consumer goods. Projects include:

  • Astrolab – digital platform development related to the FLEX lunar rover and NASA Artemis program payloads.
  • XQ Institute – design system for educational products.
  • Gates Ventures – visual identity framework for publications.
  • Engie – renewable energy communications for small and medium-sized enterprises.
  • CurrentBody – global brand system for the Skin product range.
  • VSCO – launch film for the VSCO Studio desktop application.
  • Pearson plc – revitalisation of language-learning tools and prototyping of future reading platforms.
  • Google LLC – UX research and repositioning of the Digital Marketing Transformation programme.
  • Intel Corporation – brand repositioning from product-centric to partner-first.
  • Uber Technologies – exploration of future mobility models.

Additional clients include the LEGO Group, Hasbro, VinFast, and Logitech.

Notable members

The collective includes professionals from creative, business, technical, and academic backgrounds. Among its members and collaborators are:

  • Kevin Godley – musician and music video director; founding member of 10cc.
  • Jannicke Mikkelsen – cinematographer; the first woman to circumnavigate the globe via both the North and South Poles.
  • Jack Peñate – singer-songwriter; contributor to the Ivor Novello Award-winning album 11.
  • Josh Klein – technologist and author; CEO of Indigo Metrics.
  • Andrew Melchior – artist and technologist; CTO for Massive Attack.
  • Terry Virts – former NASA astronaut and former commander of the International Space Station.

Media publications

Group of Humans publishes HUMANS Intelligence, a newsletter featuring industry commentary and cultural analysis. Members participate in talks, workshops, and advisory roles across industry, technology, and education.

Media coverage

In 2024, Group Of Humans collaborated with the aerospace company Astrolab on a marketing initiative involving the FLEX lunar rover, intended for missions associated with NASA Artemis program. The project received coverage in publications including The Independent, The Times, and Daily Mail.