One Minute to Midnight

About One Minute to Midnight

We are One Minute to Midnight: The Human Meaning Company™. We truly believe people are more than consumers, audiences or data points. We’re human beings - full of emotion, contradiction, curiosity and joy. We’re shaped by our values, tensions and lived experiences. And understanding what truly matters to people is the key to creating brands, products and experiences that matter too. That’s why we look beneath the surface of what people say and do to uncover the deeper meaning behind it. Through our proprietary Matter, Momentum and Resonance model, we turn human understanding into clear, inspiring and commercially powerful opportunities for growth. Our work influences everything from communications strategies to product development across many global brands. (We even changed the narrative of one of the world’s greatest video games.) And our philosophy comes to life through a distinctive portfolio of products, including Understory™, Soul of IP™ and SoulMates™ to name a few. Each is designed to uncover what matters and translate it into something brands can act on. Because insight should never sit gathering dust in a deck. We make our work human, joyful and intentional -bringing warmth, imagination and a sense of adventure to every challenge. We listen harder, observe deeper and find fresh ways to help organizations see people, possibilities and themselves differently. Why One Minute to Midnight? If the history of the world were condensed into a single day, humans would arrive at 11:59 p.m. Our time may be brief. But our capacity to feel, connect and create meaning is extraordinary. And we think exploring it should be every bit as joyful.