Google Cloud

Designing the identity and digital platform for the Google Customer Growth Engine.

The Customer Growth Engine (CGE) is a new sales initiative within Google Cloud, designed to accelerate the adoption of Google Cloud services over competitors like Amazon Web Services (AWS), Microsoft Azure, and Oracle. With both internal and external-facing content, the CGE team needed a clear, cohesive identity and a digital platform to house their communications, resources, and engagement tools.

Since CGE needed to exist as a sub-brand within Google Cloud's established identity (CloudStyle), I developed a distinct yet harmonious visual system that would feel at home within Google’s ecosystem while giving CGE its own recognisable presence. This included a new CGE logo and a set of stepped gradient block shapes—a versatile graphic device that helps distinguish CGE content while maintaining brand consistency.

Now a global segment of Google Cloud, the CGE identity is embedded in the daily interactions of both Googlers and customers worldwide, helping drive engagement and adoption across industries.

Role
Lead Brand Designer

Industry
Cloud Computing

Project
Customer Growth Engine Identity

Year
2023 - 2024

Animated CGE logo

Animated CGE logo + wordmark

CGE logo + wordmark

Google Cloud x CGE co-branding

A logo that’s
unmistakably Google

Designing a logo for Google is no small task—there are rules, lots of rules. Every element had to align with Google’s established design language while also giving CGE a distinct presence. It was a fascinating challenge that required strategic stakeholder management, balancing creative exploration with the need for executive alignment.

I spent time with senior leaders across Google Cloud to deeply understand their vision and ensure the identity felt authentic, familiar, and uniquely CGE. The final logo is a dynamic play on the three core letters—C, G, and E, reflecting the internal shorthand everyone at Google Cloud already used.

To bring this concept to life, I collaborated with an animator at Google to develop an animated build sequence, where each letter forms in sequence, reinforcing the idea of structured growth—just like the CGE initiative itself.

Ripple Effect

Relationship Building

Reaching New Heights

Scaling Your Business

Driving You Forward

Evangelising Google Cloud

As part of the CGE identity, stakeholders wanted a set of distinct brand elements that visually represented the initiative’s core values while staying unmistakably Google Cloud. The challenge was to create something unique to CGE yet seamlessly aligned with Google's design language.

The idea for these stepped gradient shapes was inspired by two key assets I discovered within Google Cloud’s brand guidelines:

  • Gradients in Google Cloud – Unlike other parts of Google, Google Cloud is the only division allowed to use gradients in its branding.

  • Stepped Colour Patterns – A breakdown of Google’s core brand colours arranged in a stepped gradient format, providing a structured yet dynamic aesthetic.

I combined these two insights to create a visual style that stays true to Google Cloud's design system while being entirely unique to CGE. The result? A system of bold, geometric symbols—each representing a key CGE value. These building blocks aren’t just abstract shapes; they embody the foundational principles that drive stronger products, teams, and customer success.

When combined, they form the "Building Blocks of Success", reinforcing CGE’s mission:

More impact, together.

Building Blocks:
Symbols that help build better
products and teams.

Digital Platform

Here is a teaser of what the new Customer Growth Engine platform will look like once it has finished development. An online platform built for helping Google Cloud teams and their customers improve the way they work, learn and grow with Google.