Google's Advanced Technology and Projects group wanted to make a phone the whole world could use. No biggie, right?

To do this they designed a modular phone (think LEGOs), married it with 3D printing, and then opened up the platform so anyone could create a module. The result was something smart, sustainable, highly customizable, scalable, and potentially revolutionary.

But they didn't know what this thing was called, what it really looked like, or what it felt like to use it. They needed to give the phone a soul.

They came to the innovations group at Anomaly. We developed the brand strategy, visual and verbal identities, assisted with the user experience and design, and ultimately created an appropriately innovative brand brook. This included a full naming exploration.

The announcement to the press has earned an incredible response. I'm proud to have had a chance to work on such a great project.

Below you'll find selections from the extensive brand book we created for the Google Advanced Technology and Projects team.