Project Goal
To celebrate the launch of the Pixel 7a, Google wanted a product story that was both playful and meaningful.
I helped design a limited-edition Gstore case rooted in Google’s brand history - one that would resonate with younger audiences and tech fans alike.
I helped design a limited-edition Gstore case rooted in Google’s brand history - one that would resonate with younger audiences and tech fans alike.
Brand Alignment: Honoring Google’s Legacy Through Design
I started with a bit of brand archaeology to find a moment that felt uniquely “Google.”
- Pulled inspiration from Google’s first tweet: “I’m feeling lucky” in binary.
- Used that 'techy' throwback to anchor the creative concept.
- Aligned visuals and voice with Google’s playful but polished tone.
Outcome:
The find helped me to build a deeper emotional link between Pixel fans and long-standing fans of the Google brand.
The find helped me to build a deeper emotional link between Pixel fans and long-standing fans of the Google brand.
Visual Storytelling: Translating Binary into Aesthetic Appeal
The next task was how this would be visualised - and for that, I asked the question "what quintessentially defines tech?" This allowed me and the designers to conceptualise a case that looked cool first — and sparked curiosity second.
- Translated binary into geometric patterns that hinted at a deeper meaning
- Made the visuals clean, modern, and accessible beyond just tech circles.
- Let the design quietly “speak Google” without needing to shout the brand.
Outcome:
An eye-catching case design that sparked curiosity and rewarded closer attention.
An eye-catching case design that sparked curiosity and rewarded closer attention.
Narrative Design: A Story for Every Kind of User
I think built the messaging to holistically tie everything together - building a narrative that resonated with both newcomers and tech fans.
- Wrote copy that teased discovery, not just explained the design.
- Gave first-time users a welcoming intro to Google’s nerdy side.
- Created layered meaning so the case became a subtle inside joke for those who knew.
Outcome:
We transformed a simple phone case into a shareable, talkable product story, not just a launch accessory.
We transformed a simple phone case into a shareable, talkable product story, not just a launch accessory.
Key Takeaways
Even a phone case can tell a brand story - if it’s done with curated intent.
By tying legacy, curiosity, and clean design together, the team and I were able to create a case
thatmet fans and new users in their area of brand familiarity.
For the uninitiated, it was a nice product experience.
For those in the know, it was more - it was a secret handshake.
By tying legacy, curiosity, and clean design together, the team and I were able to create a case
thatmet fans and new users in their area of brand familiarity.
For the uninitiated, it was a nice product experience.
For those in the know, it was more - it was a secret handshake.
