Omnichannel
A visually engaging guide to understanding and mastering the complex art of omnichannel transformation.
- Dense Subject Matte
- Unique Art Direction
- Clarity and Consistency
Recently, omnichannel transformation has emerged as an important new business objective. But for marketers it can be an intimidating subject which conflicting opinions on the internet can make even harder to understand. To dispel the confusion, Google asked us to design, write, and build simple, engaging resources that would support their audience through the complexities of this new process.
The first output was a comprehensive 96-page interactive PDF document that broke down the entire digital transformation process into modular format. Following this we created smaller bite-sized portions of the same content in new infographics, Visual Stories, embedded slides on the Think with Google site and general campaign assets.
In creating what Google wanted to be a definitive resource for omnichannel transformation, we were tasked with developing a free-standing art direction. This livery had to align to Think with Google standards but delineate and encompass a vast amount of content.
Evolution
- Block Colour And Line
- Core Google Palette
- Repeating forms
Abstract forms
Creating meaning
Building narrative moments
Supporting the content
Making it Easy
- Aesthetic
- Clarity of Communication
- Engaging Flow
With a dense subject to unpack, various narrative, design and technical solutions were used to create readily accessible information.
Overarching metaphor
A simple gardening analogy used right across the work, helped the audience understand a range of abstract concepts.
Content development
The project required a huge amount of structuring and crafting to produce comprehensive documents as well as smaller out-takes.
Various outputs
Content from the project came to feature in a variety of mediums including embedded slides on the Think with Google site.
Campaign assets
Promotional elements were also created to use in raising the profile of the work.
Audience reach
Unique Google formats like Visual Stories were employed to give the information further reach.
Video
- Significant Output Demands
- Flexibility Of Design
- Visual And Textual
Omnichannel transformation is an intimidating subject to understand. To create Google’s definitive resource on the subject, we developed a free-standing art direction that could package and explain the information in a variety of formats.
The project involved designing, writing, and building resources that ranged from short campaign assets to 96-page pdfs that comprehensively explained the methodology.
