"Growth" hero illustration by Rose Wong
Brand Illustration for Google Cloud: Building a flexible system in 3 phases
©2021, In-house
©2021, In-house
Overview
Leading the development and execution of a global illustration system for Google Cloud was a wild ride! The ecosystem had over 10 different illustration styles, confusing for producers and users. I created a new system that is consistent, cohesive, flexible, adaptable, and visually appealing, helping Google Cloud stand out as a brand.
The illustration system was informed by three principles from the parent brand. 1. Focus on solutions 2. Build for everyone 3. Keep it simple
I asked the illustrators to complete one idea and scale it down to 3 different ratios: a hero, a spot, and an icon. Giving us more options for different surfaces and applications.
Additional illustrations created by Apparent
Security illustration process by Rose Wong
Manufacturing illustration process by Chris DeLorenzo
A Deeper Look
Challenge
To get it done right, I needed to secure a budget to unlock resources and put my plan into action. My team and I developed a point of view that addressed the business need and prove to leadership why it was essential, so I created a roadmap with three main goals:
Improved communication: Made complexity engaging and easier to understand.
Increased brand awareness: A stronger and more united visual identity for Google Cloud.
Enhanced user experience: Increased cohesiveness and customer trust for our services.
Solution
I started phase 1 by rolling out the style guide and examples to everyone, both inside and outside the company. Then, for phase 2, we created an internal library to play around with the illustrations, see what worked, and tweak what didn't.
I started phase 1 by rolling out the style guide and examples to everyone, both inside and outside the company. Then, for phase 2, we created an internal library to play around with the illustrations, see what worked, and tweak what didn't.
To keep things efficient, I brought in a mix of freelance illustrators and agencies, and my own illustration background helped me lead the creative process. For the last phase, I worked closely with leadership and subject matter experts to make sure the illustrations were spot-on for our themes and industries, then simplified everything for clarity. I set clear goals for everyone involved, and boom—visual identity done right.
Results
Working with some awesome folks, I built a super useful and inclusive illustration library for Google Cloud marketers. It was a hit—over 72% of internal teams loved it, and we got over 700 requests for illustrations in just one quarter! We then teamed up with Apparent agency to add 90+ new illustrations, update the library, and smooth out any rough edges in the guidelines. This library now helps marketers get creative and launch campaigns faster. Since it was a huge project, I also set up a system with dedicated people to keep everything running smoothly and maintain the library's visual style long-term.
Creative Director
Jeff Curry / Enshalla Anderson
Collaborators
Creative Lead / Taylor Goad
Program Managers / Sarah Trankle & Stacy Walsh
Illustrators / Rose Wong & Chris DeLorenzo
Agency / Apparent
