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Unifying Design for Google's 1st Hardware Family

Leading design unification for the launch of the first Google-branded hardware product family.

Summary

Google was preparing to launch their first-ever Google-branded hardware product family including the first Google Phone, VR headset and digital watches. As an embedded part of the Brand Studio team, our team was invited to pitch concepts for the project to create the unifying design system and web experience for the one-of-a-kind product launch. We successfully won the pitch, and subsequently were tasked with strategically aligning 13 individual products (and product owners) and crafting a world-class web experience in only 7 weeks.

To achieve the objective in the given time, I collaborated with R/GA Creative and Production leadership teams to direct and oversee 35+ contributors across 5 "swat teams," each assigned a subgroup of products. Team members included UX, art direction, production, content strategy, motion design, copy writing and more. We collaboratively audited the wide range of Google brand design systems and aligned on a connective narrative and elevated design system to unifying the disparate products into a single cohesive family.

Ultimately we succeeded in delivering a comprehensive design system and set a new standard for Google brand design experiences while launching one of the biggest product lines in modern history.

Outcomes

  • Successfully orchestrated and executed the full launch of Google Hardware's new design system and web platform experience in tandem with global product announcement and PR initiatives.
  • Designed and delivered comprehensive UX/UI system for multi-product hardware family including interactive product demos and production-ready 3D product renders with 360° animations.
  • Set a new standard for brand visual and UX/UI design across the Google brand ecosystem and defined the future of Google hardware design language.

My Role

Associate Creative Director, Experience Design

Year

2016

Client

Google

Company

R/GA

Team

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