RoleS and responsibilities

Agency

Codeword Agency

Agency

Codeword Agency

Agency

Codeword Agency

Client

Google Local Guides

Client

Google Local Guides

Client

Google Local Guides

Role

Design Director

Role

Design Director

Role

Design Director

I led this branding exercise imagining ways to bring enhance the Google Local Guides experience for its loyal fanbase and help bring on more active users.

Team

Motion Director

Rachel Olney

Motion Director

Rachel Olney

Motion Director

Rachel Olney

Sr. Art Director

Ana Macias

Sr. Art Director

Ana Macias

Sr. Art Director

Ana Macias

Google

Leveling up Local Guides

Refresh the rocket

The existing experience for leveling up as a Google Local Guide mostly involved getting an email with this rocket ship gif. Not much changed from level to level. Yet it still was still shared to social as a proud badge of honor, especially outside of the U.S.

Leverage and unify

Pegman is the other real brand element that Google Local Guides could embrace. Even without being leveraged, fans around the world embraced him.

Local Guides is beloved yet under branded

Local guides didn't have a user problem, it had a under appreciation and under branding problem.

The process

The team and I concurrently tackled concepting the level up animations, Pegman animations and social media campaign. We sketched ideas for our clients and sold through the concepts.

Add some depth

We wanted our animations to feature activities and places people enjoy. At the same time, we wanted each animation to feel like a progression and end on the progression medals.

Level up the animation

Flat animation is nice but mixing it with some z-space depth makes for a more impactful and memorable experience. We worked on a motion style that would work across any scene, with a camera movement that dives in.

Immersive animation and delight

Opening the level up email should be a delight. Local Guides submit hundreds and even thousands of reviews and should feel a sense of accomplishment when recognized. We concepted and animated a series of 10 animations for each tier of success which should delight users and act as a proud badge on their social feeds.

Let's get Pegman involved

We came up with the idea of featuring the beloved Pegman across the Google Local Guide ecosystem. We incorporated him social ads and created a set of stickers that can be put in the hands of users globally.

Users proudly sharing their achievements

Users quickly adapted the new animations and assets.

Pegman on social

Pegman is the unsung hero who until now, has only really lived in Google Maps street view. We broke him out of his confinement and brought him to Instagram stickers and Giphy.

Results

We refreshed Google Local Guides with a full set of reward animations, a full sticker sheet of animated pegman gifs (on giphy) and a full social campaign to kick things off.

10%

Social ads surpassed typical benchmarks by 10% in engagement.

50k+ usage

Of sticker sheets on social in the first month.

8%

Boost in shared milestones on social by Local Guides users.

Brooklyn, NY