Problem: Google was gearing up to launch an awards program that celebrates businesses making a real difference through advertising. The challenge was to come up with names for the awards and categories that felt clear and inspiring, build a brand identity that was fresh yet unmistakably Google, and craft a tone of voice that spoke to ambitious marketers and socially conscious brands. It needed to be professional but never boring. The awards had to feel prestigious and approachable without slipping into corporate jargon.
Solution: I started with naming, exploring ideas around impact, innovation and recognition before landing on Google Ads Impact Awards. It says exactly what it stands for: celebrating marketers and agencies that set new benchmarks for excellence with Google Ads. From there, I built a brand story rooted in progress and transformation, with messaging pillars like Celebrating progress. Driving change. Inspiring the future of advertising. Finally, I shaped a tone of voice that was optimistic, authoritative and human. Every headline, call-to-action and award description was designed to feel clear, warm and motivating, making the program aspirational yet accessible.
