The Spark

Imagine launching a revolutionary new product – think talking AI meets magic genie – but no one's ever seen anything like it before. That was Google's dilemma with Bard. We needed to make this awesome AI easy to understand and get local teams pumped to spread the word – across the globe!

The Idea

 To address this, we developed a comprehensive brand playbook that acted as a one-stop-shop for local Google teams. The playbook delved into every aspect of Bard's brand identity, from clear product guidelines and tangible use case examples to activation templates, adaptable visual assets, and core communication plans.  

The Flex
This playbook didn't just spread the word about Bard – it became a two-way street. On-ground insights shaped a clearer picture of what Bard could be and ultimately contributed to its evolution into Gemini.

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