Demand is a data analytics platform conceived out of Area 120, Google’s internal incubator for experimental projects. This product hopes to provide artists, venue managers, promoters and others in the live music industry actionable insights such as artist trends, ticket pricing, announcement effectiveness and audience insights.
To accompany the announcement of their product launch, the Demand team needed help with branding which included a logo, visual identity, style guide, landing page and marketing collateral. I also helped to build out a light design system to help with the visual language of their UI
How I brand.
For branding and visual projects, I use a combination of creative concepting and divergent thinking to ultimately align on the best visual identity for a brand.
Identifying who we are
Before kicking off and putting anything on paper, it's important to align with the organization about "Who they are". I use the Brand Deck to help gain valuable insights into how they want to be perceived and understood.
Once I've received some keywords around who they are and who they are not, I can start mood-boarding.
We ended up taking the favorite attributes from the first and second board above and fleshed out a Design System.
We wanted it to feel far enough from the Google ecosystem that it would hold as a stand alone brand, but still remain familiar to standards.google. This included bringing in UI components from Material 2.0 and color choices such as Google Blue 500 and 'off black' typography.
The brand system was then applied to their landing page (live), marketing collateral for conferences, press releases and promotional videos.
Following product launch
• Blog.Google.com: Demand Where Live Music Meets Data