Products for Brand + Al Storytelling
Company: Google
Role: Creative Lead, Foundations UX
Date: Jan 2024 – Present
The bottom line
Products for All (P4A) is the horizontal Google team responsible for standards and tools used to build products that support different dimensions of experience. It lacked a trustworthy and cohesive brand, which contributed to product teams’ fragmented understanding of our standards. I led the charge resolve this, streamlining the way we showed up as a team and brand. Years later, I spearheaded our storytelling initiative, leading a multidisciplinary team through a 5-week design push to establish or position in using AI as a collaborative partner.
The friction
P4A needed be the bridge between our focus areas: Accessibility, Internationalization, and Universal Product Development; and other Google product areas. We needed a visual grammar to build trust among product teams to mobilize them to action.
Phase I
To begin to further build trust in the P4A team, I spearheaded an independent effort to establish P4A as a recognized Google brand.
Expressive visual identity: I balanced overarching Google brand standards while utilizing Material guidelines to embody an "expressive" visual design.
Ecosystem architecture: I designed the core P4A logo and extended that shared visual DNA to sub-logos for critical tools, ensuring our entire ecosystem felt cohesive and authoritative.
Phase II
Years after establishing the brand foundation, I spearheaded our storytelling initiative to further move Googlers to action.
The 5-week design push: Directing a multidisciplinary workstream (UX Writing, UX Design, UX Research), I led a sprint to map the current state of storytelling and identify a solution to improve efficiency and tools for P4A team members.
Deploying AI playbooks: We architected custom AI tools and a playbook that empowered P4A teams to rapidly generate human-centered, inclusive narratives, shifting the focus from compliance to actual user impact.
The impact
By establishing P4A as a recognizable, trustworthy brand and deploying AI tools to operationalize our narrative, we are changing the conversation and our influence within Google.