Wear OS by Google
In 2017, Google approached RoAndCo with the goal of rebranding "Android Wear" — the offshoot of Android OS used by most major smartwatches on the market — to "Wear OS by Google." In a departure from Android's more tech-leaning roots, we leveraged Google’s clean, universal, and sophisticated design to attract a broader range of consumers and partner companies, while also enticing luxury brand partners (such as Louis Vuitton) to embrace and co-market the software more successfully. We created a robust visual brand system, including an imagery bank and guidelines that signaled a fresh chapter. This allowed Google to communicate the lifestyle benefits and platform-level features of its wearables to a diverse multitude of brands.
- Art Direction
We took cues from Google’s clean, universal visual identity to tell a story of fashion-meets-function, helping Wear OS appeal to a wide variety of lifestyles and product brands. The result was a robust bank of photography designed to be modular, coming together in a multitude of ways to communicate the system's style and benefits.