Looker integration into Google: Establishing a brand equity conversion roadmap.
©2020, In-house
Overview
©2020, In-house
Overview
Faced with a tight deadline to convert over 700 marketing assets, I developed and executed a plan to seamlessly integrate Looker's branding into Google Cloud's design system, successfully delivering the project on time and within budget while maintaining Looker's distinct brand presence.
Looker got its own tier in Google Cloud, thus its identity and name stayed. Design by Chris Teague.
An overview of the detail involved in organizing legacy assets and evergreen content into a system that was self-serve and could be tapped into by the incoming Looker marketing department and its partners and field enablement
Customer award designs for our Asia market developed in conjunction with Trophyology, a women-owned, sustainable company.
A deeper look
Challenge
In April 2020, I proactively created a conversion exercise to integrate Looker's brand into Google Cloud. The core challenge was twofold: preserving Looker's distinct identity while adhering to Google Cloud's brand standards. This was particularly important given Looker's multi-cloud platform status, ensuring it didn't appear exclusively tied to Google Cloud. Furthermore, we faced a significant logistical hurdle: converting over 700 assets—including social media posts, thought leadership papers, email templates, and event signage—by the end of 2020. This tight deadline presented a considerable time constraint.
Solution
To address these challenges, I developed a strategic plan to adapt and map Looker’s existing branding to Google Cloud’s design system, which was still under development at the time. This approach allowed Looker to become an endorsed product of Google Cloud, alongside other key offerings like Anthos and BigQuery, while retaining elements of its previous branding to maintain a distinct identity. To manage the large-scale conversion effort, we partnered with Upshot agency to implement a detailed playbook. This collaborative approach ensured a structured and efficient process for converting the extensive asset library.
Results
Despite the scale and time constraints, we successfully completed the conversion of over 700 assets on time and within budget. This integration was a strategic success, benefiting both Google and its customers by bringing Looker into the Google Cloud family while preserving its valuable brand equity. The system I designed was structured for long-term sustainability, enabling the Looker marketing team to continue managing and updating assets for an additional year after the initial handoff, ensuring a smooth and seamless transition.
Executive Creative Director
David Shearer
Creative Director
Stacey Lavish
Collaborators
Creative Lead / Karen Lo
Project Manager / Stacy Walsh
Production Agency / Upshot
Trophy Fabricator / Trophyology
Project Manager / Stacy Walsh
Production Agency / Upshot
Trophy Fabricator / Trophyology
