Client: Google Fiber

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Role: Lead Designer, Copywriter
 

Scope

As the lead designer, I spearheaded the creative and conceptual framework for the Google Fiber Webpass "Welcome to the Neighborhood" campaign. The project involved developing an end to end visual system for multi unit apartment buildings, guiding residents through the phased rollout of high speed internet infrastructure. The scope included the creation of a full funnel of localized marketing assets designed to build anticipation and drive subscriptions.

Overview

I concepted and designed an integrated "playbook" campaign to humanize the Google Fiber brand and simplify the internet installation process for apartment dwellers. By positioning the service as a "new neighbor," I established a friendly, approachable tone that guided residents through four distinct phases: Coming Soon, We're Moving In, We Just Moved In, and Get to Know Us. This narrative driven approach ensured the brand felt like a member of the community from initial construction to final service availability.

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Challenge

High speed internet installation in established apartment buildings is often perceived as a technical or disruptive utility project. The primary challenge was to overcome resident apathy and the "switching cost" mentality associated with traditional ISPs. I needed to design a transition that felt like a community upgrade rather than a construction project, maintaining a cohesive visual identity across a wide range of physical and digital formats.

Approach

My strategy centered on a neighborly narrative that mirrored the physical stages of deployment. I developed a distinct messaging and visual pillar for each phase:

• Phase 1 | Coming Soon: I established the "new neighbor" persona with a soft introduction and minimal technical jargon.

• Phase 2 | We're Moving In: I focused on building anticipation by highlighting the specific benefits of 1 Gig speeds and 99.9 percent reliability.

• Phase 3 | We Just Moved In: I created a celebratory "housewarming" atmosphere with official launch announcements and incentive based offers.

• Phase 4 | Get to Know Us: I introduced the "sweet life" concept, using cookie themed imagery and warm colors to reinforce the friendly, local brand identity.

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I utilized Google's bold primary brand colors, geometric shapes and clean typography to ensure all collateral remained highly legible in high traffic common areas like lobbies and elevators.

Deliverables

I designed a comprehensive suite of assets tailored to the apartment environment, including:

• Direct Mail: Personalized envelopes and postcards that utilized handwriting fonts to mimic neighborhood greetings.

• Print Collateral: Full page flyers and localized posters for building community boards.

• Door Hangers: High impact, two sided hangers for direct to door resident engagement.

• Outdoor Media: Branded A frame sidewalk signs for building entrances and high visibility areas.

• Promotional Design: Integrated QR codes and localized promo codes for "One Free Month" offers to drive conversion.

Outcome

By conceptualizing the installation process as a series of friendly updates, I successfully lowered the barrier to entry for new customers and provided Google Fiber with a scalable marketing framework. The "Welcome to the Neighborhood" playbook transformed a technical utility launch into a welcoming brand experience. This cohesive design strategy resulted in a professional yet approachable identity that drove resident engagement and boosted subscription rates across the property portfolio.