ABOUT

Google came to me for ideas within a very simple brief, “Nobody wants more sh*t merch” (or words to that effect).
The swag was for what they call their Superfans – they've had early access to Google's tools, attended launches and become part of the company's inner circle of early adopters. The challenge was about giving them something they'd actually want to own rather than toss in the bin. Instead of just creating cheap and nasty merchandise with a logo slapped on the side, I focused on an idea first: The Next Frontier.
During the hysteria of the 1960s Space Race, John F Kennedy coined the term ‘The New Frontier’ to frame space exploration. It was seen as a moment where the world felt collectively locked in to watching the same tech wave unfolding. Not unlike where we’re at now with AI.
I traced things back to the core of Gemini’s astrological roots – the twin stars, Castor & Pollux, one mortal, one immortal, and built out a creative direction from there. A custom Fisher Space Pen, vintage Apollo-inspired patches, a distinctly astronaut-style nylon cap – all the artefacts were underscored with the big idea, collected under a theme and story.