Problem

The idea of helpfulness started from an insight from Google’s Brandgeist that became an incredibly successful brand campaign. As the concept expanded to other Google brands, initiatives, programs, it became clear that other teams needed a clear set of guidelines to refer to so that Brand Studio didn’t have to do as much work on the ground approving their ideas and creative.

These ideas were a spin off of the Helpfulness campaign we came up with at Brand Studio for our target audience of (key opinion formers). They posit between bigger concepts that Google supports and highlighting product.

Learn more about Helpfulness became the brand narrative and get a review of my work for our Brand Standards here.

See Security product campaign work here.

Solution

As a brand writer, I was able to edit and influence copy their teams proposed while also helping to codify the campaign rules we were developing in realtime. Below are some of the real and conceptual campaigns that went live in addition to work that we developed for guideline purposes.

• Partnered with Brand Studio’s creative director and art director to support with brand campaign copy and editing along with creative ideation that culminated in the STEM poster and dichotomy campaign concepts.

• These were developed for print and OOH.

Impact

• Standard guidance for brand campaign work across products, programs, and initiatives.