Jacquard is a digital/hardware platform developed at Google ATAP which integrates digital features into everyday objects. As a part of next-gen release, Jacquard wanted to attract new partnerships while elevating the brand as both a capable partner and leader within the ambient computing space.
We designed a new brand system which speaks to the product’s thoughtful design and engineering, places emphasis on powerful collaborations, and communicates with users through uniquely expressive motion.
Jacquard elevates brand collaborations, acting as a curator for partner products and the unique experiences attached to them. The subtlety required in this relationship carries over to the motion system.
Instead of loud graphic treatments which might draw attention away from a unique product collaboration, Jacquard leans on expressive motion to communicate brand attributes. This is most apparent through elements that quickly accelerate and decelerate, their linear trajectories, or their gradual scaling.
From marketing to the mobile applications, each animated expression is built from characteristics which embody the brand. These characteristics can be used alone or in tandem with each other to create new expressions for future products or promotions.