brand positioning | brand experience
What They Needed
The Google Food program – central to Google’s culture since inception – had evolved. The leadership team had a bold vision for the future, one that expanded the brand’s impact both inside and outside of Google, yet to date there had been no defined brand that could serve as a platform for delivering this vision.
What We Did
As lead strategist*, Miriam and her team conducted in-depth research, including site visits and stakeholder interviews, as well as a series of workshops. The insights that emerged led to the development of a powerful brand strategy – one that was distinctly “Googley” and embodied the change Google Food was driving at Google and in the world. The team also developed brand guidance for the design of Google Food experiences, including products, services, environments, interpersonal interactions, and communications.
What Happened Next
The brand platform was quickly adopted by Google Food and is currently serving as the basis for the development of a new logo, design system, and verbal identity.
*Project conducted while employed at Interbrand San Francisco
The Google Food program – central to Google’s culture since inception – had evolved. The leadership team had a bold vision for the future, one that expanded the brand’s impact both inside and outside of Google, yet to date there had been no defined brand that could serve as a platform for delivering this vision.
What We Did
As lead strategist*, Miriam and her team conducted in-depth research, including site visits and stakeholder interviews, as well as a series of workshops. The insights that emerged led to the development of a powerful brand strategy – one that was distinctly “Googley” and embodied the change Google Food was driving at Google and in the world. The team also developed brand guidance for the design of Google Food experiences, including products, services, environments, interpersonal interactions, and communications.
What Happened Next
The brand platform was quickly adopted by Google Food and is currently serving as the basis for the development of a new logo, design system, and verbal identity.
*Project conducted while employed at Interbrand San Francisco