Google approached Brand New School to help launch new hardware devices in the heavily monopolized hardware space. We were excited by the opportunity to design a new visual world for Google Hardware products. The prior year, we worked with the Google team on the launch of the Pixel 2, and were keen to evolve the language we established into something much more significant.
"What does it feel like to hold Google in your hand?"
— Ivy Ross, Head of Design for Hardware, Google
Ivy Ross asked this question at the Keynote, but coincidentally, this very thought was in our heads throughout the design phase. We all know what Apple Hardware looks like, but how does its software adversary appear in the hardware world? What does Google-ly look like? A Google world is smarter, purposeful, colorful, and real, with a personality that doesn’t take itself too seriously.
To create visually stunning product-focused sequences, we went beyond gorgeous CG and looked deeper into the actual design of the products. This forced us to think about the shapes, colors, and material palettes that inspired the product designers to develop the product line.
In our discovery phase, we learned that more iOS users were running Google apps on Apple devices than any other suite of productivity apps. We saw an opportunity to prove to consumers that Google software is even better when it’s run on Google hardware.
Along with the flagship Pixel 3 phone, we created launch videos for the Home Hub, the Pixel Slate, and the Pixel Stand. These were used in broadcast, cinema, and digital applications everywhere.
Google's personality came to life globally across a multi-platform launch campaign in person at the #MadeByGoogle event in New York City.
It was the most successful Pixel campaign to date- inspiring both new users and brand loyalists alike to take their love offline and feel more brilliant with a Pixel in their pocket. Our work contributed to the largest-ever adoption of Google hardware in the year of launch. Internally- our work was the most well-liked across Google departments against several broad KPIs.
The new language we established paved the way for future Google Hardware campaigns serving as standard design guidelines for the Pixel and hardware campaigns that have followed.
How does a company known for its industry-leading software credibly launch hardware devices?
When their hardware launched, more iOS users were already running Google apps on Apple devices than any other suite of productivity apps.
Demonstrate a seamless user experience in an educational, entertaining, and beautiful way to show loyal brand fans and new users that Google software is even better on Google hardware.
The most successful Pixel campaign to date and the largest adoption of Google hardware users ever.
Associate Creative DirectorAndrés Rivera
Creative Director (Pixel Stand)J.P. Rooney
Art DirectorsDarius MaghenAndres RiveraDaniel Uribe