Everyone deserves to see themselves in the stories Google tells. I wrote the guidelines on exactly how to do that.
What I did
Project
Role: Brand Writer + Editor in Chief, Standards (go/standards)
Company: Google’s Brand Studio
Year: 2019
Problem
Leadership prioritized inclusive marketing at Google, so we needed to revamp the guidelines for the the company. The old guidance was out of date and not actionable.
Solution
Partnered with a team of creatives and strategists to produce new guidelines that reflected the research that had gone into these guidelines.
Made the home page a welcoming place that hosted our manifesto.
Made the guidelines actionable with steps (before, during, after, and audience-specific, plus live examples)
Impact
Company-wide brand and marketing guidelines for inclusion hosted on internal brand guidelines website go/standards, impacting thousands of Google creatives, marketers, and agencies.
Syndicated on go/marketing, Google’s internal marketing website.
These guidelines were used to develop executive thought leadership in 2019 for Adweek, and as public guidelines in 2021.
Examples
Public extension of the inclusive marketing project
The strategy and content I wrote lives on today in the public projects listed below.
See ‘All In,’ Google’s public inclusive marketing guidelines answer to go/in
All-in.withgoogle.com was launched in 2021, and is the public version Google’s inclusive marketing guidelines (go/in) that I wrote. All In features the audience guidelines only.
The public blog post announcing the launch shares some of the strategic parts that help make marketing great at Google that were also included in go/in.
See SVP Lorraine Twohill’s tips for Adweek, taken directly from the go/in guidelines
In late 2019, Google felt compelled to share the insights we gleaned from our inclusive marketing work via our executive team. The Adweek article by Lorraine is behind a paywall, but you can see the full piece on Think With Google. This content is deeply inspired by the foundational insights in go/in, the inclusive marketing guidelines I wrote.