Google Digital Garage
Brand campaign and in-store design
This was a project that I was incredibly proud to work on. Because it actually made a difference.
Google Digital Garage is Google’s free digital skills training program, and it’s open to anyone in the UK. They have physical stores across the country where people can walk in and get face-to-face training.
To help launch the new store in Edinburgh, I led a team made up of both Creative Lab and Forever Beta, and created a brand campaign and identity.
Our insight was that people all across the UK had developed a negative mindset towards achieving their goals. Whether that was because of a lack of skills, opportunity, or time, a large percentage of the British population believed they simply couldn’t do the thing they wanted to do.
But the fact was, with digital skills training, perhaps they could. And that thing they thought they couldn’t do, could become that thing they simply haven’t done yet.
The word ‘Yet’ became the core of our campaign, and encouraging people to embrace the notion of ‘yet’ became the tone.
To launch the idea, we created an anthem film shot by Novemba, which you can watch below.
We also created a series of OOH executions that hero-ed people’s ‘Yets’ from around Scotland.
But ‘yet’ wasn’t just something to adorn billboards and feature in ads – it was conceived as something that would inform the fabric of Digital Garage.
So, from the interior design of the Garages by Dalziel and Pow, to the literature within the Garage, all the way to the courses themselves, ‘yet’ was at the heart of it all.
The Garage was formally opened by Ruth Davidson, leader of the Scottish Conservative Party. She welcomed Google to the city and emphasised the importance of closing the digital skills gap with a physical training presence as “people-to-people contact removes the fear of technology”.
She ended by saying “projects like these go so far to help restore trust and show that big tech is keen to do the right thing”. I couldn’t agree more.
Executive Creative Director: Steve Vranakis
Creative Leads: Graeme Hall, David Bruno, Daniel Fisher
Production: Academy Films, Forever Beta, dalziel and pow
Agency: Google Creative Lab