Building trust in Google's tools for publishers
solution
Cultural Readiness
deliverables
Brand Platform
Content Ecosystem
Customer Stories
Decode
Google wanted to move from technical provider to trusted innovation partner for the global news ecosystem. The barrier wasn't a lack of useful tools. It was the language and positioning needed to earn the trust of skeptical news and broadcast professionals.
Humanize
We created a comprehensive brand platform “News Ideas”. By showcasing how Google’s technology enables the most creative, industry-changing ideas in publishing today, we shifted the narrative from tech as a disruptor, to one of creative enablement.
Activate
Brand platform:
A unified platform that codifies Google’s point of view and serves as the source of truth for all of its content.
Asset matrix:
Developed a modular system of editorial articles, takeout carousels, and innovation video clips designed specifically for high level 1:1 dialogues with industry leaders.
Distinct visual identity
Created a bespoke visual language and toolkit that humanized technical concepts making them approachable for COO's and editors-in-chief.
