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Google AI

Client

Google is a leading technology company providing a range of products and services, from search engines and digital advertising to cloud computing and AI-driven solutions.

Challenge

Google’s brief was to create a comprehensive 360° brand activation across Europe, aimed at demonstrating the technology and relevance of Google AI to key opinion leaders. This included establishing brand guidelines, developing a clear communication and activation strategy, and designing the stage and event experience.

The project also involved curating the event’s lineup and interactive elements to drive engagement, with an emphasis on creating a scalable model for regional partners to ensure brand consistency. Sustainability was a core requirement, met through modular design methods throughout the project.

Role

Creative Director – Led the project end-to-end, covering all aspects of creative direction, strategy, brand development, and stage design. This included concept development, execution, and ensuring alignment with Google’s objectives across all facets of the activation.

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Design Principle

Insight: AI is frequently perceived as an abstract, highly technical concept, seemingly detached from human experience and everyday life.


Direction: The idea is to create a world where technological intelligence feels intuitive and humane. A world where AI seamlessly blends into our daily lives.


For every aspect of the project,
 we designed our outputs to create an environment that encourages public collaboration, thereby completing and enriching the design through collective growth.

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Starting Point

The starting point utilises Google AI's existing logo and filters it through our design principles to extract new brand elements that become the overarching reference for our design system across the project.

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Activations & Awareness

The starting point utilises Google AI's existing logo and filters it through our design principles to extract new brand elements that become the overarching reference for our design system across the project.

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Sustainable & Modular Installations

As Google was launching this campaign across Europe, sustainability became a critical focus of the brief. Together, we developed a modular system that not only captured the essence of the visual identity but also allowed for seamless adaptation across various countries and venues of all sizes.

Internactive screens, presentation slides and program for break-out rooms were also delivered to ensure the seamless integration with the space throughout its activations.

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