Google

Google’s visual identity is one of the most recognizable in the world. The challenge was to honor its clarity, simplicity, and structure while creating campaign concepts that felt fresh, engaging, and unexpected.Each concept was designed to work comfortably within Google’s existing design framework while testing new ways of expressing ideas through layout, imagery, typography, and motion. The result was a set of campaigns that felt unmistakably Google, without feeling repetitive or constrained.

Rather than pushing a single creative direction, the work focused on developing a broad range of campaign approaches. Some concepts leaned into simplicity and restraint, while others explored more expressive or playful interpretations of the brand.

This range allowed stakeholders to see how different ideas could serve different objectives, audiences, and channels, all while maintaining brand cohesion. The concepts were intentionally flexible, designed to adapt across digital, social, OOH, and experiential environments.

A key goal of the work was to identify where unique visual moments could live within Google’s design system. By carefully bending, not breaking, the rules, the concepts demonstrated how custom illustration, motion, and compositional choices could add personality and energy without compromising brand integrity.

These explorations highlighted the strength of Google’s visual system as a creative platform, not a constraint, and showed how thoughtful design decisions can elevate campaigns while staying true to the brand.