Google Consumer Apps Brand Framework

How could Google amplify their global marketing efforts by bringing cohesion to them?

Google have an ever-expanding set of consumer apps, launching into more and more markets, and very little consistency in how they told that story to users. We led a project to create a new branding framework that would drive better attribution of our advertising back to Google, and develop and ongoing narrative with our users globally around why they should choose our apps.

This was built into an internal toolkit that marketing managers could share with their agencies, working across products, touchpoints and markets, enabling them to build work faster, cheaper, and easier. This rolled out across over 10 different apps in more than 20 markets.

ClientGoogleBuilt WithSelman DesignYear2017