Google

FVS

INDUSTRY:

Consumer Electronics

ROLES:

Turner Duckworth, Beyond

YEARS:

2014 - 2016

about.

Google had long relied on OEM partners to showcase its software through hardware, but wanted to build its own competencies and credibility in consumer electronics. I partnered with early hardware development teams to help Google shift from a beta-launch culture to building brands that could live in the physical world with permanence and polish. From packaging to retail training, our goal was to translate the magic of Google into tangible consumer experiences.

challenge.

We worked across teams to define target audiences, design brand and logo systems, and create packaging that brought the magic of Google into people’s hands. The LiveCase packaging, built with Burgopak, mirrored the delight of NFC technology in a physical reveal. Project Fi launched with a reusable bento-box Welcome Kit, designed to signal care and longevity. OnHub router packaging reframed networking hardware with an accessible story, while Chromebook logo guidelines brought order to OEM partnerships. To ensure sales associates could champion this new hardware portfolio, we also created Train Up, a gamified mobile app that made learning about Google products engaging and rewarding.

result.

These projects established a consistent language for Google hardware and showed that the company could deliver consumer experiences beyond software. Tens of thousands of retail associates downloaded Train Up within weeks, quickly advancing through levels and badges that improved their fluency with Google products. Together, this work set the foundation for the “Made by Google” platform, paving the way for successful launches of Pixel, Google Home, and Nest with clarity and credibility.