GOOGLE: PROJECT ARA

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Project Ara was one of the most exciting Google ventures in smartphone technology. The promise of a fully modular smartphone had everyone chomping at the bit, from consumers to developers and phone companies. The idea of a completely customizable phone, from specs to features, seemed like a no-brainer. Google just had to deliver. 

Our team had to deliver as well: an all-encompassing product and brand website. The ask was for it to be fun and immersive, yet light and easy to digest. How do you explain the full potential of Ara to not just developers but also consumers? How do you show modularity in a fun, interesting and enticing way? The answer, as always, is hipsters. Just kidding, the answer was hard work. So, we developed a welcoming brand identity, and let the product do the talking. 

However, a few days before the product launch, Google decided to pull the plug. Multiple changes in the smart phone industry during Ara’s development led to their decision, and no amount of outcry from the fanboys or developers would change their minds. Even though it only lived for a few days, our team put together an amazing brand story, and website, for an amazing product.