Be together not the same
Created in parallel with Google Creative Lab. Android had just refreshed its brand identity. As an auxiliary team, we were cued in, but free to wander on ideas for their latest brand and OS launch campaign. The brief started as a space to get weird, in search of the individualized spirit of Android, and what sets it apart. Things like choice, accessibility, customizability, and compatibility helped attune our attention. At the time, the brilliance of Experimental Jetset’s & Beatles t-shirt was still cascading memes worldwide. We reflected on the power of lists and the synergy of things and their parts. And we started paying more attention to the And in Android.
The And idea inspired a proprietary typeface to pair directly in copy with their new logotype. It became the theme for a short brand film, multiple spots, and synced with their campaign tagline “Be together. Not the same.” The dynamic possibilities threaded a story from brand to product campaign, and from people to products and brand partnerships.
Credits
[CURRENT]/[TOTAL]
Selman Team
Calvin Waterman
John Paul Chirdon
Johnny Selman
Google Team
Alison Lentz
Koen Malfait
Lisa Steiman
Robert Wong