The relaunch of wear

Google always had a somewhat hands-off approach to Android Wear, the open OS they created for wearables. But that all changed when they decided to finally go all in on an entirely new branding effort. Hoping to build more confidence in the platform they renamed it Wear OS by Google, along with a splashy new logo to boot. With just a new name, a new logo, and a brief of “think fashion meets helpfulness”… we got to work.

What followed was a sprint of 3 weeks of design development, 2 days on set in an LA parking lot, and 1 week debating if we need to go to Bogota to sit with the devs to hit launch. But in the end we had something that we hoped would truly impress when the news cycle took off during the name reveal on stage.

Leveling up Cloud Gaming

Stadia’s cloud gaming service made a dramatic splash when it first launched. Our promise to the team was simple, if you can bring in the players we’ll keep them engaged and excited long term.

To start we developed an entirely new platform for the brand mark to become something much bigger than itself. Integrating the “beacon” with game partner content opened up an entirely new visual language for Stadia to show up across all channels and content.

The CRM program we developed focused on exciting new launches, community engagement, important news, and dynamic personalized content tailored to players preferences. The results have been off the charts, regularly eclipsing industry engagement rates.

A phone for all

In the globally competitive mobile market, Android was facing some stiff head winds when it came to consumer preference. So they needed to find a way to really champion the position that Android truly is for everyone. Through a long form narrative approach with beautiful photography and interactive animations we told the story of the benefits of Android for every type of user out there.

Android wear gets snappy

When Android Wear wanted to introduce their new Mode watchband system, we helped them make a great first impression. A fully interactive web experience bursting with character and 3D animation that really helped set the tone. The new locking mechanism allowed you to quickly swap in a different style band for whatever mood you were in.

Google says hi to small business

When Google decided it was time to breathe new life into their Ad Products marketing, we knew it was going to be a massive undertaking. A sprawling menagerie of the most important products within the Google family had to be reimagined in the way they spoke to users. With a more personal tone and fresh look at site design, interaction, photography, and video – the Tech Giant needed to make it easier than ever to build success online.

40 different Google product sites were consolidated and streamlined down to 24. A comprehensive and unifying design system was built with brand consistency and future proofing modularity at its core.

Now no matter where a user enters the Google ecosystem, they can clearly feel the connected brand experience across every product.

A smarter way to watch tv

Android TV integrates the Google Assistant with content from Netflix, Hulu, YouTube, and many more providers. We partnered with Google’s Creative Engineering team to design a cinematic, scroll-activated site that uses rich visuals and coded animation to guide viewers through the experience.

Growing together for the long term

The Google devices team partnered with us to create an entirely new program to engage with their customers long term. What began as an initial pilot campaign for just Pixel phone users, has now grown to support the entirety of the Google devices ecosystem.

Over 20 different Google Hardware Devices and new product launches every year. But no matter what product you bought, there was no mistaking who it was from. A comprehensive design system was built to address every possible narrative need that PMMs could take advantage of when speaking to their audience. The modular design and strong global unification of the ecosystem’s look, feel, and tone meant ever user of Google’s products would feel right at home.

I wish I could share more about this ongoing campaign, but for now this is all I can share on here.

Norton is widely known as an AntiVirus leader for computer protection, but needed to increase awareness for their "Beyond the PC" products for smartphones and tablets. Norton partnered with the highly-anticipated Warner Brothers movie Man of Steel. The campaign theme "Discover your Powers with Norton" made a direct link between the powers of Superman and the powers of Norton products. With exclusive content around Strength, Speed, and Flight, fans could get a first glimpse of the film while making an organic connection with Norton as a leading protector.

A personalized "Digital Metropolis" was created as an application on Facebook that made the fight against cybercrime on multiple devices personalized. Available on PCs, tablets, and smartphones, the Digital Metropolis pulled from Facebook posts and photos to bring users into the Man of Steel world to entertain while educating on the need for protection. Special content was only available on mobile devices to provide an incentive to engage with Norton beyond the PC. And it's working. To date, the content has received over 1 million views and over 60% of the visits to the Digital Metropolis theater are on mobile devices.

Even more Norton Hero Highlights

Over the past few years, Norton has created some of the most successful integrated promotional campaigns going. From Captain America to the Avengers, Norton was able to stand out and bring excitement into an otherwise dull category.  

Behind the Shield

Norton needed to gain favor with young males. A few years of under-performing products had diminished the relevance of the brand in their lives. By partnering with Marvel's Captain America: the first Avenger, Norton could reclaim favor by providing a first look at content centered around the young males' interests and turn skeptics into fans. "Behind the Shield" was created especially for Norton with a first look at the Shield as Captain America's defense and weapon. From cast and crew interviews to its comic roots, the Shield was brought to life. During the course of the promotional campaign Norton tripled its Facebook community and favorable blog coverage multiplied the positive exposure for the brand.

Cybercrime Pays!

The Black Market of cybercrime is thriving, and there are suckers born every minute just waiting to give you their cash. So the choice is yours! Are you going to allow thieves and hackers to take your cold hard cash, or are you going to deny them?

The Norton BLKMKT campaign went all out in bringing this otherwise hidden world into the light. Briefcases handed out to visitors to the tour were presented with the stark reality. That personal information just like theirs is being easily sold like candy in a candy shop. ID’s, social security cards, passwords, and all the tools any nefarious actor could ever want all within reach. So what can you do about it? Well the choice is, do you allow it or DENY digital dangers with Norton.

… you made it all the way down!? High five, or whatever it is we do now.
Why not say hi or check out some non-work work.