Audience profile
Google’s global retail partners
Context synopsis
Google approached us to develop content and a set of rules clarifying Chrome as a brand, it’s key messaging and how to use it. We then designed and built the brand guidelines site for all Google and Google’s partners to use.
What we did
We firstly needed to soak up as much knowledge about Chrome, it’s various products and offerings. We held a workshop with key stakeholders and project owners and then approached Google’s retail partners to found out exactly how much they knew or didn’t know about the brand and its products and offerings.
We collated all known sources of content, and started to simplify the messaging and the tone of voice.
These guidelines where going to be access by various users, who would in turn be looking for different types of content.
The marketing manager would be looking for a brief overview of the whole package, while the designer would be looking to download assets and understand how to use the brand along side their own brand.
We developed a web structure that would be less wordy and easier to understand. It would enable the user to drill deeply and easily for the content they needed. When the structure was signed off we then went about writing the content and producing the graphics to explain the positioning of the brand and how to use it.