In 2013, Google Play launched as the entertainment hub for Android users—offering apps, games, music, movies, TV, books, and editorial content in a highly competitive market. To support the launch, our team at BBH LA developed a campaign centered on the Google Play icon, positioning it as both a unified UI symbol and a gateway to diverse content.

We created the platform’s first brand guidelines, designing a globally adaptable, playful system. Out-of-home and transit ads used repetition, bold color blocking, and localized copy to reflect talent and personality. Editorial content extended audience engagement through curated libraries tailored to moods and moments—culminating in vibrant year-end illustrations created in collaboration with Hugo & Marie.