ABOUT

Sustainability is a core belief of the Google brand, embedded in every stage of product design and development. From product materials and packaging, to supply chains and recycling programs, Google Hardware is committed to pushing the limits of sustainability. Google sought our expertise in creating an experience that would bring this to life, and we saw an opportunity to create a more holistic expression of their commitment through Keyword articles, internal assets, social media, environmental reports – even the physical store was fair game.

“Life of the Product” tells the story of each Google product, from its inception in Mountain View, through its global journey in manufacturing and supply chain, to the social impact it has on communities and end users around the world. Equal parts informative and humble, the experience aimed to highlight a collective responsibility while championing a more sustainable future. It emphasized initiatives in clean energy, the use of recycled materials, building products for longevity and reparability, and reducing waste.

To bring these efforts to the forefront, a new website would serve as a hub, showcasing Google’s commitment to the sustainability of its hardware and keeping users informed about the latest initiatives. This story was brought vividly to life through bespoke art direction and new lifestyle and product photography grounded in sustainability. Our concept was ambitious, and its story is a vital one to tell. We needed to create a site experience that showed the world how Google Hardware is committed to sustainability every step of the way. We’d tell this unique story through imagery from a lifestyle and supply chain shoot in the Netherlands, combined with product photography from the industrial design team.

To bring this holistic narrative to life, we crafted a visual story arc centered around different stages of the product’s life. Starting with raw materials at the purest and most visceral states, our story moved to the making and designing phases, showcasing people working with these materials. Next, we put the manufacturing process on display and further demonstrated the larger footprint and impact we have on a global scale using natural imagery and landscapes. Ultimately, our story would close with a focus on humanity, showing the diverse lifestyles of the real people behind the products and the impact we have on their lives. This storytelling wasn’t just unique to online, but also extended into physical stores, the Google Keyword blog, and merchandising moments in retail. Next, we dove into the Nest Renew experience to exemplify Google’s commitment to clean energy and empower users to take small steps towards big impacts. Nest Renew was a new service for Nest-compatible thermostats, giving users a simple means to track the energy their home uses and how to offset their consumption with clean energy. We worked closely with the Nest Renew team to not only build a thought-provoking, action-inspiring experience on the web, but to go deeper and explore the experience principles, branding, and messaging that would create a cohesive and immersive experience. This seamless integration with the product was designed to truly empower people to take action for a cleaner future.