Google Design & Branding GOOGLE WALLET, 3 by R/GA New York

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Industry Consumer & Public services, Software & Multimedia Productions, SaaS, Portals
Media Design & Branding
Market United States
Agency R/GA New York
Associate Creative Director Jason Hoff, Colin Kim
Executive Creative Director Taras Wayner, Chuck Tso
Creative Director Chris Ferguson
Copywriter Carla Ballacer
Producer Nicole Rannou-Studley
Released September 2011

Credits & Description

Category: Logo Design
Advertiser: GOOGLE
Product/Service: GOOGLE WALLET
Agency: R/GA
Managing Director/Planning: Andrea Ring (R/GA)
Production Coordinator: Andrew Schlanger (R/GA)
Designer/Brand: Brian Schmitt (R/GA)
Group Director/Production: Brian Schultz (R/GA)
Copywriter: Carla Ballacer (R/GA)
Creative Director: Chris Ferguson (R/GA)
Executive Creative Director: Chuck Tso (R/GA)
Associate Creative Director: Colin Kim (R/GA)
Managing Director/Production: Elyse Epstein (R/GA)
Visual Designer: Garrett Jones (R/GA)
Associate Creative Director: Jason Hoff (R/GA)
Group Account Director: Jonthan Greene (R/GA)
Visual Designer: Karen Gereffi (R/GA)
Visual Designer: Lia Koo (R/GA)
Chief Creative Officer: Nick Law (R/GA)
Producer: Nicole Rannou-Studley (R/GA)
Interaction Designer: Pon Kattera (R/GA)
Visual Designer: Ryan Howard (R/GA)
Executive Creative Director: Taras Wayner (R/GA)
Executive Creative Director/Brand: Thomas Bossert (R/GA)
Media placement: Mobile App - Nexus S - 12 September 2011
Media placement: Online Video - YouTube - 12 September 2011
Media placement: Banner Ads - Online - 12 September 2011
Media placement: Outdoor - Nationwide - 12 September 2011
Media placement: Website - Online - 12 September 2011
Describe the brief from the client
Google was developing a new mobile payment technology. They approached us to help brand, design, and market the user experience. This new tap-and-pay behaviour changes the way we all shop: by making your phone your wallet.
Describe the challenges and key objectives
The key challenge was designing a user experience to be as simple and intuitive as possible. Google Wallet holds all of your credit and debit cards, loyalty cards, and offers. Now, paying for something is as easy as a simple tap of your phone. Records of all your purchases are seamlessly accessible, without any fumbling. Paying for something has never been so easy.
Describe how you arrived at the final design
To start, we developed the wallet identity. The ‘W’ mark conveys the use of NFC (near-field communication) technology that allows for wireless tapping. We helped design the app interface, keeping it simple and intuitive. An online platform was designed to show consumers the magic. Merchant kits and videos showed retailers how it worked. A huge online campaign showed everyone all the things you could buy with a tap: from a new suit at Macy’s, to a cab ride downtown.
To demo Wallet, we created the Tapping Spree - launched at the Times Square flagship American Eagle Outfitters - where consumers tried out Google Wallet, tapping and saving with their phones.
Give some indication of how successful the outcome was in the market
Google Wallet is just rolling out to market, but already, many stores have adopted the payment system. In New York City, Macy’s, Jamba Juice, Subway, American Eagle Outfitters, and the New York Transit Authority are just some of the places that accept Wallet.
“The ability to use a technology like Google Wallet to help improve the customer experience for those 30m people who come into our restaurants is critically important. At the checkout they’re basically able to tap to pay - moves them through more quickly and gives them a better customer experience overall” - Jeff Larson, VP Global Marketing, Subway.