Google Mo Lang Campaign

Role: UI Designer / Google Japan, Tokyo

Role: Part of a APAC Brand Studio team creates and maintain Google's web sites. Collaborate with Marketing and Engineering teams to create compelling, efficient and accessible web pages.

Issue

  • People in the Philippines tend to rely on their friends more than on Google Search when trying to get useful information.

Challenge  

  • How to make logo that would connect with the people of the Philippines

  • How to communicate design and campaign in a more logical way with a marketing team

Solution

  • Transformed Search from a boring, lonely activity to an enjoyable, social activity, by creating an interactive game in which the user has to use Search to unlock the rest of the story.

  • Worked with 5 of the top Philipino YouTube creators for ideating, executing, and amplifying the campaign.

  • The campaign won a Silver Award (Best Use of Video category) in Festival of Media 2015.

This was the final design. It’s flexible and not overly dependent on the concept of “nightlife.” It”s more organic than before and takes into consideration more of a human element. Despite not being very geometric, it maintains legibility and compactness. The energy and playfulness that began in my first direction was finally realized in this version.