Leading concept development and asset production for Google Germany’s socially and environmentally conscious social accounts.
Social
Background
Google Germany's social retainer involved creating a diverse range of static and motion assets for both paid and organic content. These assets were designed for Google Germany’s social accounts on LinkedIn and X (formerly Twitter), as well as for amplification through Google employees and key influencers. Each asset followed a distinct theme, aligning with a Google initiative aimed at driving positive social or environmental impact. Notable initiatives included Google AI, Cybersecurity Month, and Project Air View.
Solution
Each asset needed to embody Google’s signature look and feel—clean, minimal, and built around the brand’s core four colours. However, there was also room for creativity in visually communicating each initiative. This meant finding innovative ways to represent complex topics, such as using lines and dots to evoke the interconnectedness of AI, reminiscent of a digital circuit board. Additionally, introducing complementary fonts and colours specific to each initiative helped create a distinct yet cohesive visual language within Google's brand framework.
