Clean, modern, and confident with just a wink of fun—the brand expression for Next 2020 was created in the name of showcasing Google Cloud as an enterprise-ready partner.

The visual system was based on Google Cloud’s new strategic positioning of “making progress everyday”. A subtle and elegant approach was crafted by using harmonious color transitions and simple shapes to embody the ideas of progress and forward-thinking. Feeling inviting and having a sense of calmness and safety became a key component of the system to ensure that Google Cloud was seen as a trusted partner.

Motion played an integral part in the system as a way to guide viewers through the content. Motion behaviors were also key when creating still compositions to ensure that even in static material, the sense of making progress was still embedded into the graphic language. The system was created to flex from the tiniest slivers like badges and email sign-offs to giant hero images in both digital and print.