For the third year, we partnered with Google Cloud’s brand team to define a motion identity, system, and major touchpoints for the 2024 conference, including event screens, DOOH, and social media.
Building on the themes and motion behaviors from Next '23—Sharp, Responsive, Adaptive, and Wabi-sabi—we expanded our system inspired by iterative design and work-in-progress concepts.
These four behaviors, in one way or another, communicate change, and when combined, made the motion identity feel alive and constantly in flux.
This year, Google’s brand team added new, future-forward design elements to create a richer world.
Our strategy was to create a library of lockups with different, but related, motion treatments, each communicating “change” in a unique way, allowing endless combinations for various applications.
We focused on making these new elements (gradient, extended color palette, fragmentation, organic forms) work seamlessly in motion while ensuring the identity remained user-friendly.
At a time when AI's future is a hot topic, this year’s theme of iteration and “work in progress” highlighted how rapidly technology evolves and how nimble and (playful!) Google is in its approach.
We embraced imperfection.