Social Media Graphics
Client: Google Social Media
Agency: Beutler Ink
Working collaboratively with Google's Social Media team, I was the lead designer/illustrator in creating these static and sometimes animated graphics that would help stimulate user engagement and promote brand awareness on Google's Twitter feed.
Google signed on initially for a one-month retainer for eight graphics. That one-month retainer would turn into a five-year relationship steeped in trust and top-tier deliverables. In those five years, graphic development would move beyond social content into hero image banners for their social channels, including YouTube, Google+, Facebook, and Twitter. Through a deep understanding of the brand and the constant measurement of user engagement for each graphic, I could strategically approach the content and style for future illustrations for a more significant impact.
My early graphics for the Google team aimed to promote Google's "Ok Google" audible search feature, now known as Google Assistant. Inspired by Summer, the concept of using "Ok Google" as a Swiss army knife of tips helped pique users' curiosity to utilize the function anytime and anywhere.
The Process
Immersing myself in Google's values and spirit of whimsy, the approach to each graphic would start with a unique concept and evolve through the collaborative process of shared sketches, conversations, and refined designs. At the time, there wasn't a solidified illustration system within the Google branding guide, allowing for opportunities to explore current trends and techniques aligned with their brand personality.
Scheduled bi-monthly calls with the Google team would be a time to discuss graphic ideas for the upcoming month and monitor the progress of current projects. I presented roughly ten ideas in addition to their team's offer. Through comparison and elimination, we would finalize a list of six to eight graphics with delivery dates for sketches, refinements, and final delivery.
Every graphic idea would start with research to gain a deeper understanding of the content; Wikipedia cross-checks, fan-based forum threads, and expert-written write-ups were my go-to sources. When working on an illustration, I would have a cache of reference photos open to ensure accuracy.
My first deliverable to the client was a generalized sketch using a monochromatic color palette to visualize composition. Once approved, I would move into a full-color rendition of the graphic. Another round of approval would occur with final suggested edits, followed up with final delivery a few days ahead of the graphic post date.
For Google's social page headers (YouTube, Google+, Facebook, and Twitter), their team suggested incorporating their product logos as another way to increase brand awareness. While giving me the creative freedom in how I would include them, my understanding of color theory and the consistency in using the brand color palette allows me to introduce additional colors to create visual harmony between the icons and the environment.
This social header's concept is all about the boardwalk's pinball arcade. Inspired by the excitement of blinking lights and gameplay, a pinball machine embraces the whimsical spirit of Google and serves as the perfect vessel to promote its products.
Occasionally there would be a month that was lean on days to commemorate, or the Google team would have campaigns planned for the entire month. In this example, as a strategic way to use up all of the monthly graphic credits, I decided to develop a series of Valentine's Day cards that could be shared among Twitter users. The Google team loved the idea and insisted on using the opportunity to promote their products.
Always keeping the brand's values in mind, I developed a concept of customized cakes to celebrate the birthdays of famous inventors, artists, and scientists as a nod to Google's pillars of innovation. To help drive the idea, I'd reference the person's most notable works, painterly styles, and palettes.
Google Trends’ Frightgeist celebrated the top costumes in 2018. Rough sketch provided by the client.
The Results
"The Beutler team is both thoughtful and talented—they always approach their illustrations in a way that best represents our brand. It's a joy to partner with them."
Rachelle LaCroix, Social Media Manager