Levelling Up Google for Games: A Visual Evolution
The Google for Developer team approached us with a challenge: "Reposition Google Play as the best destination for gaming."
Ahead of the Google for Games Developer Summit and GDC 2024, we introduced a bold new look, concentrating on specific aspects of the events —with a more limited scope for GDC— this included:
- Customizable Deck Templates and Keynotes
- 3D Animation & Sizzle Reels
- Social Media Assets (paid and organic)
- GIFs, Posters, Banners
- Studio Set Design
- Web Design
- Assets for 3D Print, Merchandise, and Booth Design for GDC
Our goal was to create a unified visual identity that truly resonates with gamers and developers across digital, print, and physical platforms. As we prepared for the Google for Games Developer Summit and GDC 2024, we developed a bold, immersive design focused on select aspects of each event.
Drawing on our deep understanding of the gaming world, we incorporated Easter eggs—hidden details inspired by video game culture. These clever nods, familiar to avid gamers and developers, capture the spirit of the industry, making the visual identity not only engaging but also genuinely relatable and fun, much like the surprises players find in their favourite games.
Shot list for the Intro Animation
Intro animation style-frames
Bifröst Concept: Uniting Two Worlds
Inspired by the Bifröst myth—the burning rainbow bridge between two worlds—we designed this project to symbolize the connection between developers and gamers. We took a bold leap, pushing conventional colors and shapes to a more expressive territory. Like RGB lights are essential to gaming setups, structure and patterns are fundamental to game development.
This was brought to life through vibrant 2D and 3D kits, creating a cohesive and immersive experience across all touchpoints. The Bifröst theme was woven into dynamic animations and print materials, resulting in a unified and visually compelling journey.
Building a Vivid, Engaging Visual Language
We created the keynote primarily based on our design kits. These kits allowed us to craft vibrant, animated, and even interactive slides directly within the deck. This approach streamlined the process, significantly reducing turnaround time while maintaining fluidity and responsiveness in the design. The result was a dynamic and visually appealing presentation experience.
Keynote slides
Design kits
We created modular neon lines as building blocks, allowing endless layout variations in Google Slides. These were paired with 3D elements representing the event’s pillars—Building Games, Scaling Business, and Engaging with Community—each assigned a distinct colour and tied together with a neon treatment. The combined 2D and 3D elements were used across print, social media, ads, and keynote designs for the events, ensuring a cohesive and adaptable visual identity.
2D design kit
3D design kit
Animated assets
Social and paid Media
Creating social media content was straightforward, as each of our design elements carried a strong conceptual foundation. The flexibility of our 2D and 3D kits allowed us to develop content that was both varied and consistent.
This approach helped us avoid repeating the same hero image across different platforms while maintaining a cohesive visual narrative.
Here are some of our favourites.
Social media posts
Sizzle Reel.
Shot in a studio designed and edited by our team, it generated 1.7 million views within a few weeks
Animated video overlays and transitions
Event: GDC 2024
Moscone Center, San Francisco
Our media kit came to life during the Game Developers Conference 2024 in San Francisco. It was featured at the event, adding to the attendee experience through a range of printed assets and merchandise displayed at the booth.
Photos from GDC 2024
Behind the Design: Crafting the Google For Games Developer Summit 2024 Visuals
For the Google for Games Developer Summit and Google’s participation in GDC 2024, we not only redesigned the visual identity but also redefined our workflow.
From the outset, we approached the project like game development—starting with block-outs and camera layouts to establish the look before refining details through classic level-building techniques. Using a 'motherboard' as the foundation, we created a cohesive design that served as a central hub for all things game-dev.
To ensure a seamless experience, we divided the visuals into key sections, each with its own colour and symbol—like Rocket, Tower, and Leaderboard—representing Google’s core topics.
This approach aligned the visual identity and keynote kits with Google's overall narrative, while the introduction of metallic materials added a new layer to Google’s design language, enhancing the project's depth and coherence.
Astro Player Look development: We designed a hero character for the intro animation that balanced relatability and clear definition, settling on a "Google" inspired figure that pays tribute to the game industry's roots.
Camera and Layout Explorations: We animated the elements to ensure visual continuity across scenes while keeping each shot engaging and able to stand alone.
Shot list for the Intro Animation
Making-of video
Challenge Accepted, Challenge Conquered
When Google presented the challenge, we immediately recognised the need to push the new branding beyond what had been done before. This meant using more complex shapes, colours, materials, and dynamic camera movements to elevate everything to a new level.
The goal was clear: exceed expectations and go beyond the "good enough", delivering results that met the challenge head-on.
Our Team
that made it all possible
Agency: Orchid Creation
Account and Project Management: Anna Kuylenstierna, Aaron Kho, Valeria Urbina
Creative Strategy and Insights: Lelai Mangasang, Hanane Djouhri
Creative Direction: Artem Paramonov, Hanane Djouhri
Visual Direction: Artem Paramonov, Jean-Denys Roux
3D Design: Artem Paramonov, Vasil Kuzmich, Roman Frosin, Philippe Thery
2D Design: Abhishek Nijai, Baptiste Michard, Juliana Agra, Jean-Denys Roux
Editing and Motion Design: Antoine Duong, Noe Isenegger, Artem Paramonov
Sound Design: Fuse Audio
Thank you!
