The 2024 HumanKind™ Study

The HumanKind™ Study unpacks the complexities of housing, healthcare, inflation, climate, technology, and more—distilling key tensions and insights to help brands navigate the ever-evolving landscape and connect meaningfully with consumers today. Bold and strategic typography creates a clear hierarchy, allowing critical insights to stand out with purpose, while flat illustrations break down intricate concepts, making the study both visually captivating and easy to navigate.

Services

In an industry where very little sets agencies apart, Leo Canada has always differentiated itself by focusing on building brands that serve true human needs and wants. This is at the core of Leo’s philosophy called HumanKind™: an approach to creating impact for brands that focus on two things: people and their behaviour. The challenge was that while Leo would go to great lengths through custom research to gain deeper understanding and insight into people and their lives, we were limited by the lack of macro-Canadian data and research to draw from that could benefit all clients. The objective was to walk the talk and prove that no other agency better understands Canadians and how brands can solve their problems than Leo.

The resulting 72-page report used a strategic design system to make complex data digestible. By combining bold typography, data-driven graphics, and clean illustrations, the design transformed heavy research into an accessible, visually cohesive experience that highlights key themes affecting Canadians today.