Google Developers Instagram Cultural Campaigns


Scope:
To celebrate cultural occasions on Instagram by centering underrepresented employees at Google, and applying unique branding for each campaign that aligned with the Instagram brand but also gave each occasion a unique presence on our channels. Each campaign required a period of research, outreach, project coordination, and visual design.




Sample post

Pride 2019
Role: concept creation, art direction, design In collaboration with: Virginia Poltrack (illustration)

View all carousel designs here





Screenshot of campaign in-feed

Sample post

Hispanic Heritage Month 2019
Role: concept creation, art direction, design
View all carousel designs here


Sample post

Black History Month 2020
Role: concept creation, art direction, design
View all carousel designs here

Screenshot of campaign in-feed
Sample post
Women’s History Month 2020
Role: concept creation, art direction, design
In collaboration with: Claudia Sanchez (design)

View all carousel designs here






Mental Health Awareness 2020
Role: concept creation, art direction
In collaboration with: Virginia Poltrack (design and illustration)





Google Developers Instagram Channel Launch, Spring 2019





scrolling feed of the Google Developers Instagram channel






Series designed for the Flutter Interact conference that  showcases the work of designers and generative artists who use Flutter.
Scope:
To launch the Google Developers Instagram channel that served as a cultural hub for Google Developers. The channel needed an established design style, content strategy, and workflow that aligned with the Google Developers brand, as well to be able to support the many product areas and groups that our team works with. The channel launched in May 2019 to coincide with the Google I/O.

I worked as a lead designer, strategist, and art director alongside a small and talented team of designers, strategists, and event coordinators.


Methodologies:
Collaborative brainstorming with our design team, social strategy team, and Google marketing representatives.
Competitor analysis of Instagram channels both within and outside of the tech industry, including media groups such as Vice and the New York Times, and community building initiatives such as Meet Up and Slack.
Research and coordination with other Google-owned Instagram channels to pull from established best practices and guidelines.


Deliverables:
An established design messaging standard that would champion the work and impact of groups often marginalized in the developer community through campaigns such as that for Pride and Hispanic Heritage Month, rather than simply promoting Google.

Proactively integrated and championed the diversity, equity, and inclusion principles Google aims to uphold.

Garnered 133K followers by the end of 2019, just seven months after launching, far surpassing all of our follower-count goals; the follower count as of Spring 2021 is 217K.
System of using highlight reels tto provide on-the-spot coverage of developer events, as well as introduce original video series like “Dev AMA.”
The channel is seen within the developer community and within Google overall as a vibrant cultural ecosystem that functions both as a promotional arm for GDS Video and Design as well as a robust social broadcast network.

2019 stats
Total number of posts: 136
Total engagements (likes, comments, direct messages, and saves): 142K
Total views of in-feed video: 293K
Average story views: 12K
Average views for timeline posts: 5K (excludes story views)