Google Design

Google Design is a platform for exploring the intersection of design and technology. Reflecting the diversity of design at Google, this forum showcases culture defining ideas and celebrates the contributions of individuals and teams across the community. To support these efforts we designed and built the platform to enable editorial expression and the ability to evolve the experience over time.

Instrument were incredible partners in helping us imagine, design, and build the new

Mike GussCreative Director, Google

A new editorial approach

From type designers to UX innovators, Google’s design culture is rich and diverse. The Google Design site needed to evolve to better reflect this diversity. It needed to be more expressive, inspiring visitors through both content and as an experience itself.

A stream of consciousness

We wanted the experience to emulate a ‘stream of consciousness’ of design at Google. This meant embracing a broader range of content types that more fully portray Google’s design culture—from deep thinking to experiments and sketches. Being less precious with long form articles meant we could better integrate social content into the experience, ensuring freshness while reducing the editorial pressure to publish.

Built to change

We created a platform that could capture ‘newness over time,’ evolving in form and in experience. This allows the website to remain current, adapt quickly, and be more resilient to design trends.

The modular design system is built to be flexible. It allows for curated change through stylistic controls at the site, page, and component level.

Styles cascade from components to pages to the site as a whole. This means global components like the menu reflect the current stylistic context

A theming engine built on the Material You color library gives authors eight palette options generated from a seed image or color.

From selecting type or layouts to generating custom color palettes, the CMS gives content creators and publishers the ability to customize content in countless ways. It’s built for today, next month, and next year.

Robust, inclusive and flexible, the new is a lasting platform for showcasing the beautiful design and thinking that we’ve come to expect from Google. We’re excited to see how the site evolves and continues to facilitate important conversations about design.

Our Role


  • UX / UI Design
  • Visual Design
  • Creative Direction
  • Motion Design


  • UX Strategy
  • Content Strategy


  • Front-End Development
  • Back-End Development
  • CMS & Content Migration
  • Technical Direction


  • Project Management
  • Account Management

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