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Next 2025

Next 2025

Google

Evolving motion and brand behaviors across Google's largest experience.

Context

As Google Cloud Next continued to grow, so did the expectations surrounding its motion identity. By 2025, the event had already established years of behavioral recognition across the experience, yet each new edition needed to feel fresh and ambitious. The challenge was continuing to push the identity forward without sacrificing the equity that had been built over time, while ensuring adoption remained intuitive for the many cross-functional teams responsible for bringing it to life.

Outcome

Evolution became the creative brief. Our work on Next 2025 centered on a simple question: how far can an identity evolve without losing what makes it recognizable? We evolved our entire motion identity and system, introducing new dimensions of flexibility and expression while reinforcing the core behaviors underpinning the event. Our 2025 motion system enabled partners to continually push the identity forward, proving that evolution and recognition don't have to come at the expense of one another.

Motion System & Process

Explore a deeper look at the process, strategy, and systematic foundations that shaped the work, from initial thinking to living system.

View System & Process

Next 2025

Google

Motion System & Process

As Google Cloud Next continued to evolve, so did our motion system supporting it. The guidelines were designed to balance consistency with creative flexibility, giving production partners a shared framework for extending the identity without losing the behaviors that had become recognizable over previous years.

Rather than prescribing every execution, the system established a clear set of principles and motion standards that allowed teams to confidently evolve the identity while staying connected to the broader event experience.
Building on that foundation, we developed a modular system of motion behaviors, typography, lockups, shapes, and supporting assets designed to encourage exploration rather than repetition. Behaviors such as Morphing, Playful, Variation, and Candid gave the identity new dimensions of expression while reinforcing the event's evolving character.

Together, these assets created a flexible toolkit that empowered production teams to push the identity forward, ensuring every new execution contributed to the same evolving motion language.