Google: Best Buy Canada
In 2016 Google launched shop in shops across 18 Best Buy Canada locations for the very first hardware product launch for Google retail. We needed to showcase a wide variety of complex products in a busy space while maintaining a premium aesthetic. Creating brand awareness was paramount as this was the world’s introduction to the Google hardware brand — driving sales was a secondary factor.
I collaborated with the 3D design and Experience teams as well as outside agencies to bring Google to life within Best Buy. I was responsible for graphic design and illustration for all 2D signage and static screen content. I also provided art direction to an agency (and somehow ended up being one of the models!) for the web site.
Note: Scroll down for a look at the design process and some bespoke illustration work.
Shop on launch day. Photo credit: Google, featured in "Google opened 4 new stores - and they're not online," The Daily Hive.
The welcome screens on the outer walls played an attract demo and also showed upcoming events. On the table, product families were grouped together to create a clean, minimal aesthetic and foster better understanding of how Google products work together. Photo credit: Brad Moon, "Google Shop Launches: Alphabet Inc (GOOGL) Partners With Best Buy Co Inc (BBY)," Investor Place.
The Google Shop Best Buy Canada home page.
A selection of on-shelf signage.
Process
Challenges
Prior to the 2016 launch, Google did not have a retail brand identity. A brand team was on its way, but in the meantime we would need to create a brand in a matter of weeks. The brand needed to feel premium but also have a bit of "Googleyness," that consumers associate with the brand.
Exploration
We ended up going with a very clean white slate, large product photography, and icons to add pops of color and visually chunk the body copy into key features. Before we landed there, however, we considered using illustrations much like the Google Doodles everyone is so familiar with and more broad language. Tech specs would be available via the on-screen demos, and Google guides would always be present in the space to answer questions. Here is a selection of process work for various 2D signage within the space.
Poster concept to promote Google Play Music and the Chromecast family of products. We later decided to use only hardware photography for hero imagery and stress hardware rather than services.
Video screen content to attract consumers from afar and convey the benefits of Google products and services such as the Google Assistant and Google Play Music. The green highlights would glow in response to a query to play music by Sia, and then music would play.
Poster to attract consumers from afar and convey the benefits of Google products and services such as the Google Assistant and Google Play Music.
Poster to attract consumers from afar and convey the benefits of Google products and services such as the Google Assistant and Google Play Music.
Poster to attract consumers from afar and convey the benefits of Google products and services such as the Google Assistant and Google Play Music.
We explored various illustration styles to tell the story of Google as an ecosystem -- hardware and services. The services messaging was dropped in favor of hardware specs, and we went with icons and more copy over illustrations.
We explored using whimsical illustrations to advertise events and workshops with a "Google magic" aesthetic rather than a"premium" look and feel.
Copyright
This project is the intellectual property of Google. Do not repost. Do not reproduce.