Client: Google Fiber

​

Role: Senior Designer, Copywriter
 

Scope

I led concept development, design and copywriting for a trifold direct mail piece supporting Google Fiber Webpass neighborhood outreach. The project included developing the creative idea, writing all messaging, designing the full mailer layout and presenting the final work to the creative director for approval.

Overview

Timed to April’s National Stress Awareness Month, Google Fiber Webpass mailed a trifold piece designed to position the brand as a calming, human alternative to traditional internet providers. The goal was to connect Google Fiber’s reliability and simplicity to everyday stress relief without relying on technical language or hard sell tactics.

​

Challenge

Internet service is often associated with frustration, including buffering, outages, surprise fees and long customer support calls. The challenge was to acknowledge that stress in a relatable way while reframing Google Fiber Webpass as part of the solution without sounding preachy, overly promotional or dismissive of broader mental health themes.

Approach

I developed “The A, B, C’s to DE-Stress,” a friendly alphabet based framework that paired general stress relief tips with subtle product benefits.

Each letter from A through E offered an approachable suggestion:

• Acknowledge

• Breathe

• Connect

• Discover

• Exercise

These ideas tied naturally to moments enabled by fast, reliable internet, such as video calls without interruption, streaming without buffering, discovering new hobbies or simply having fewer tech frustrations in daily life.

 

The trifold format allowed the piece to unfold like a guide. The exterior introduced a calming hook. The interior delivered the A through E narrative. The final panel presented a clear value proposition and promotional offer.

The tone balanced empathy and clarity, using simple language, bright iconography and Google Fiber’s brand colors to keep the experience light, reassuring and easy to scan.

Deliverables

• One trifold direct mail piece

• Original concept and naming, “A, B, C’s to DE-Stress”

• Full copywriting across all panels

• End to end visual design, including layout, typography and icon system

• Final presentation to the creative director

Outcome

The final piece was well received by the creative director and approved without revisions. The campaign aligned Google Fiber Webpass with a timely cultural moment and reinforced the brand’s promise of stress free internet through a thoughtful, human centered lens. The mailer stood out from typical ISP communications by offering value first and positioning the product as a natural extension of a calmer, more reliable everyday experience.