Our multifaceted relationship with Google includes the highest-visibility expression and experiences for Google Cloud. We defined its brand system and extended this design ethos and verbal identity to every corner of its marketing organization.
When VSA partnered with Google Cloud, the initial thinking was based on developing a mark that could stand alone and instantly signal both Google and Cloud. We wanted to build brand equity in Cloud but stay true to the founding expression of Google’s core brand.
Cloudstyle is a visual framework that allows voice and tone to shift within a system that maintains Google Cloud’s look and feel. With the Super Cloud as its anchor point, Cloudstyle flexes across websites, one-sheeters, print pieces, and the teeniest-tiniest banner ads (as well as a whole range of other communications).
With openings of new Cloud regions around the world, Google Cloud wanted to create a campaign that announced their presence. It engaged our team to create a repeatable system, built around a consistent message that was flexible enough to apply to local markets.
Our campaign underscored two primary user benefits: confirmation that Google is committed to its region and that the data centers provide lower latency and greater reliability in their areas.
Using custom design elements created by photographing physical cut-paper objects and cityscapes, we created print, digital, and out-of-home communications and content that celebrated each region’s local culture. The bespoke, handcrafted nature of the designs communicated Google Cloud’s attention to detail as well as its commitment to amplifying and supporting the best elements of each launch region.
For Google’s big-picture-thinking cloud conference, Next, we developed a modular, ever-changing identity system that incorporated the Super Cloud symbol. The system is built on constantly shifting glyphs that represent this constant transformation.
