Google Developers Group

Google Developers Group

LOCALIZING A GLOBAL TECH GIANT

GDG Buenos Aires is the largest Google Developer community in Argentina. Our good friends at Google were looking to localize their global image to increase local adoption. Our art director, Hermes Mazali, did a brilliant job carrying out a fresh, new design that respects the design standards of the Google development communities.

What We Did

Identity Design,
Web Design, Print

Team

Hermes Mazali, Art Direction

Consumers are being more conscious of how their spending effects the local economy. Especially in Buenos Aires. That’s why Google hired us.

But first, Google it.

Before starting any project we always do a Google search to get some baseline research.
This time we researched the different Google GDG designs from around the world. We found that most groups were similar but varied in execution strategy. We focused on analyzing GDG Buenos Aires and we were able to create our own unique solution.

 

 

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Conceptualizing a localized image for a international tech giant

We chose a concept based on the technological diversity that Google offers its web developers that reflects the intrinsic essence of Buenos Aires: The Obelisk. In continuation with our concept we implemented GDG’s new identity into a full visual identity system, stationery, website, marketing and all the necessary brand touch points for Googles target users.

 

 

Capturing brand essence.

It was extremely important that we maintained the original brand story while refreshing
this identity. We still wanted people to recognize that this was Google, but we also wanted to communicate that Google cares highly about the local community.

Creating brand consistency among every single brand touch point.

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