Google was developing a new mobile payment technology and approached us to help brand, design, and market the user experience. This new tap-and-pay behaviour changes the way we all shop: by making your phone your wallet.Google Wallet holds all of your credit and debit cards, loyalty cards, and offers. Now, paying for something is as easy as a simple tap of your phone. Records of all your purchases are seamlessly accessible, without any fumbling. Paying for something has never been so easy.

To start, we developed the wallet identity. The ‘W’ mark conveys the use of NFC (near-field communication) technology that allows for wireless tapping. We helped design the app interface, keeping it simple and intuitive. An online platform was designed to show consumers the magic. Merchant kits and videos showed retailers how it worked. A huge online campaign showed everyone all the things you could buy with a tap: from a new suit at Macy’s, to a cab ride downtown.To demo Wallet, we created the Tapping Spree - launched at the Times Square flagship American Eagle Outfitters - where consumers tried out Google Wallet, tapping and saving with their phones.

Google Wallet is just rolling out to market, but already, many stores have adopted the payment system. In New York City, Macy’s, Jamba Juice, Subway, American Eagle Outfitters, and the New York Transit Authority are just some of the places that accept Wallet.“The ability to use a technology like Google Wallet to help improve the customer experience for those 30m people who come into our restaurants is critically important. At the checkout they’re basically able to tap to pay - moves them through more quickly and gives them a better customer experience overall” - Jeff Larson, VP Global Marketing, Subway.