For Google Cloud’s Summit, we leaned into the “highest point” metaphor to create an upward, motion-first identity that signals innovation and open dialogue at every step.
When internal brand teams juggle 20-plus regions and vendors, it’s easy for a brand to splinter into mismatched pieces. The system had to work everywhere, from Hong Kong to London to Sydney, without sparking late-night “brand-police” fixes.
Old playbook: Separate guidelines for every market.
New playbook: Localization baked into the system’s DNA.
We built a motion-led framework that spans NA, EMEA, LATAM, and APAC. A unified “summit” motion language anchors the brand, while flexible color swatches, regional imagery, and ready-to-ship toolkits let partners from Hong Kong, London, and São Paulo add local accents without drifting off-brand. Twenty-plus cultures. One unmistakable voice —communicating fluently in every market it touches.
No need to reinvent visuals for each market—no lost fidelity across time zones. Just one identity that feels unmistakably Google Cloud wherever it appears.