People Are The Positioning

Communication is Personal. Always.

There’s an old saying that “all things equal, you want to do business with your friends”. But the real truth is that all things being unequal, you still want to do business with your friends. The people behind the business relationship is where the actual value, loyalty, and affinities lie, even between organizations. People will work harder, listen better and collaborate deeper with people they believe in, trust, and of course – actually like.

We recently ran across this truth when partnering with Humanity Innovation Labs, a leading wearables design research firm, run by one of the earliest experts in the field: Stephanie Battista.

XO Partnered with Humanity Innovation Labs to help clarify their unique value and experience to the market, through powerful new brand messaging. They have an amazing portfolio of innovative work, for some of the most demanding and forward looking organizations—such as US Government Agencies, Large OEM + ODM Tech companies specializing in Human Performance and IoT.

The task was simple, but difficult. How can you create clear brand language for a category that few people really understand? By making the process, services and offering relate back to how Stephanie and her team really think about the work. They have a future vision that you believe in when you meet them. The messaging has to communicate that idealism and direction from the outset.

Stephanie Battista, Founder of Humanity Innovation Labs

As an early innovator in connected and wearable technologies, Stephanie Battista has an unrivaled understanding of the product development landscape. From working with startups in the foundational period of the category to guiding large consumer facing tech companies and governmental agencies, her 17 year career spans the continuum of research and development. Her passion for making human-friendly technologies aligns with her personal mission to help create a healthier, more rewarding life for all people.

Personal Means a Clear Point of View.

Strong brand communication rarely means you have to invent anything. Rather, it’s about finding what is true about the organization, and expressing it in a compelling way. For Humanity Innovation Labs, that meant narrowing in on their unique approach of combing physiology and psychology, to arrive at solutions that truly put the Human First.

The sentiment of putting people first is a business truism, but often under delivers. But not here. The human experience is the core of the Humanity Innovation Labs process, and the passion of its people. This allowed us to frame each messaging point as an aspirational call to what we can all become, with a little help from technology and innovation.

Humanity Innovation Labs:

Design Innovation Through Physiology + Psychology.

Wrap it up already

When considering the complex questions of what your organization means to your customer base, how you differ from your customers, and how you can create compelling communications to message it all—don’t forget about your people.

Your processes, products, services all come from your people and the culture they create together. Remember to make those people and your culture the centerpiece of your brand thinking.

For more information on Humanity Innovation Labs, and to get a sneak peek of our collective future, please visit:

By Scott Donnell | Managing Director

Scott brings an inspired approach to design strategy as the Managing Director and Head of Design at XO Agency – unifying the strategic elements of the design process with the refined intuition of a veteran creative. His diverse leadership experience ranges from launching global enterprise digital experiences, to internal cultural storytelling, developing new brands, and creating omni-channel campaigns.