Think with Google:
How to Think About … Cloud series
Video Visual Identity Refresh
Overview:
How to Think About…Cloud is a 3-part mini series featuring Google expert Buki Froelke. This set of episodes aims to educate marketing practitioners on Google Cloud’s ecosystem of Data and AI products.
My role:
As the Senior Art Director, I lead a small team of creatives and provided art direction in refreshing the series, and ways to visually communicate some technical and complex messaging through animation and on-screen text.
I started this project looking for opportunities to improve the visual identity and internal processes. The first, I looked at existing creative within the established series and proposed areas where we can consider improving the overall visuals.
Secondly, prioritized fostering a collaborative and remote environment as we were a scrappy team working together across the U.S., Canada, and Chile. I art directed the storyboards and concepted new animations, as well as lead and collaborated a small team as well as designed and collaborated with a copywriter and the creative director.
A few of the visual improvements I implemented consisted of:
Removing distracting decorative design accents such as slowly moving bars at the top of the video screen.
The content can be technical and dense, so made the transitions between chapters more clear.
I also upped the quality of the illustrations to work harder to convey complex ideas and visually we upgraded them with subtle details and more pops of color from the Think with Google color palettes.
Overall across the video and static assets I improved the accessibility of creative with better contrast, and more intentional sentence casing.
Skills:
Concepting • Storyboarding • Art Direction • Illustration