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Love In America 2025
Our Love Story to Humanity
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Tell us about love. Yes, you.
Love in America 2025 is part of our ongoing practice where we give space to our community and the stories that connect us to one another. This is our purpose and reason for being, to inspire global belonging by creating a living Love Story to Humanity. We’d love for you to join us.
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Google —
Core UX
Google Core UX Identity
Google —
Core UX
How do you create a visual identity that will help a brand both stand out and fit in? That’s exactly what we had to figure out for Core UX-a new organization looking to claim their position within the Google ecosystem.
To achieve this delicate balance, we got started with a deep discovery phase and close, integrated collaboration.
The Ask
With weekly working sessions, we partnered with the Core UX design committee to identify key takeaways, goals, and attributes that made their org stand out. What we landed on was a visual identity that would position Core UX as the organization making Google work better for everyone.
The Idea
Transparent, overlapping shapes reinforced the organization’s collaborative workflow while tight spacing between the elements added a sense of energy and movement, representing the forward thinking approach of Core UX.
At the same time, vibrant colors and curved letterforms created an approachable, friendly feel consistent with the Google brand. Once we settled on a logo, we worked together to create a set of guidelines outlining how the use of type, color, and layout could extend to merchandise, posters, buttons, presentation slides, and more.
By the end of this collaboration, Core UX had a brand they could rally behind, a flag to fly high-but they’re not the only ones who thought so. Its official launch at the Core UX Summit in New York received rave reviews, sparking conversations among other internal organizations within Google as they reevaluated their own identities.
Big Love
A brand identity that empowers its team to fully express their present mission and their future states.
At the end of the day, brands will always shift and change, but we're confident our successful team effort has created a solid foundation for Core UX to expand upon for years to come.
By the Numbers
Done
6x Months to Complete
Typography Exploration
6x Pieces of SWAG Designed
25x Logo Variations
Delivered
1x Logo Package
1x Color Palette
1x Brand Usage Guideline
60x Page Google Slides Template
4x Poster Art for Office
Our Roles
Narrative Storytelling
Brand Development & Design
- Logo Design
- Brand Identity
- Creative Development
- Research & Discovery
- Brand Positioning
- Motion Design
- Print Collateral
- Presentation Styles
- Web Templates
Creative Production
Collaborators
Abigail Maravalli
Adam Pollack
Cameron Wray
Gabby Nguyen
Alyson Burke
Sebastian Lopez
Rodrigo Moyses
Haydn Cieri
Madison Cartwright
Tim Stephans
Executive Creative Producer
∙ Abigail Maravalli
Design Director
∙ Adam Pollack
Lead Designer
∙ Cameron Wray
Designer
∙ Gabby Nguyen
Writer
∙ Alyson Burke
Creative Director
∙ Sebastian Lopez
Executive Client Director
∙ Rodrigo Moyses
Motion Designer
∙ Haydn Cieri
Creative Producers
∙ Tim Stephans
Let’s work
together
Our Love Story is a quarterly newsletter, exploring people, love, and story.