Google Play

Launching a new digital content ecosystem for 4 billion Android users globally.

In 2011, Google asked the BBH agency team how we would launch a new digital content offering — Google’s response to iTunes and App Store.

I flew to Los Angeles, led a strategic proposal that won the global assignment, and went on to partner closely with Google VPs of Product and Marketing to envision what became the Google Play ecosystem.

Our launch positioning, “Play Your Heart Out”, captured the benefit of seamless, cloud-based entertainment with no storage limits and no waiting for downloads.

The positioning was brought to life through high energy campaigns featuring an array of partner studio content across Movies, TV, Apps, Games, and Books.

As a small agency startup team, we crafted a Google Play brand identity inspired by entertainment spotlights and the multi-vertical product offering. 13 years later, that identity — refreshed to match current Google brand architecture — is present and recognized across billions of Android devices.

Red Bull

Burberry