Google Local Guides is a program that fosters users' engagement with Google Maps by encouraging reviews, photos, and map edits. There were a series of Connect Live regional events throughout the world to inspire Local Guides everywhere.
What was the ask?
There were two Connect Live regional events that required conference materials - Tokyo and Hyderabad.
- How might we represent each city while maintaining a googly look-and-feel?
- How do we keep the designs consistent for every conference location?
- My role - Graphic Design
- Tools - Illustrator, Photoshop
What was the approach?
Research
I needed to do a little research to find ideas that would illustrate the particular local identity of each city. These could include seasonal identifiers, architecture, natural features, etc.
Mood Boards
Mood boards were created using imagery I found during my research for stakeholder approval before getting deep into the design work.
Logo Design
In creating these designs, I had to create a logo that would be equally appealing on a lapel pin and on a stage backdrop.
Brand Consistency
Designs had the same look and feel as other Connect Franchise events to keep everything fresh, bright, friendly, and Googley.
Converence Collateral Design
In addition to the logo, I designed:
- Email headers
- Microsite assets
- Take-home boxes
- Pins
- Acrylic awards
- T-shirts
- Lanyards and ID Tags
- Stage backgrounds
- Signage and table tents
What were the learnings or compromises?
- Never assume you know anything about a place if you haven't lived there. It did not occur to me that morning glory flowers would be a strong signifier of summer in Toyko. It was invaluable to talk with a Tokyo native when beginning the design process.
- When dealing with agencies or third parties, get all your i's dotted and t's crossed before handing over your files. Anticipate every question by having all your files labeled correctly, with neat layers, and all pertinent color info handy.