Google Cloud Next is the flagship event where tech developers and practitioners meet to connect, share challenges, build solutions, and learn about the latest innovations driving our industry forward. After 3 years away, Google Cloud came back with three in-person events in the US, UK and Japan, where AI took center stage, captivating attendees with cutting-edge research & hands-on experience with Google Cloud generative AI tools and products. We needed a new event design system that would deliver on the ever-evolving nature of technology, flex across thousands of deliverables, and delight customers.

Embracing AI in every aspect of business and personal lives has brought about a world that is constantly changing. It’s a quickly evolving landscape, and we decided to embrace that. This design system was created to nod to the complex and ever-evolving nature of technology - it changes and adapts its design to parallel the technology shifts.

Google Cloud is constantly building the future — trying to imagine it, shape it, and create new ways forward with technology and big ideas. To express the ever-evolving nature of tomorrow, we created a design system that could constantly evolve, changing every time you looked at it – system that was quietly synonymous with generative AI.

Our audience is B2B decision makers and developers. They often attend conferences that all feel the same. We needed to infuse our Google magic and bring joy to the attendee experience. The approach was to create a design system that would delight attendees and adapt across thousands of assets - event, experiential, OOH, video, keynotes. It needed to convey the ever-evolving nature of tomorrow by serving as a system that also continuously evolved.

We infused the approachability and simplicity of the Google brand into a sea of tech sameness while creating a joyful and approachable experience for what could otherwise be an intimidating moment for large enterprises.

The design system was implemented at Next, where 19K+ in-person attendees were present. EVERYTHING in the system is derived from the four letters of Next - they shift, adapt, redraw, and iterate. The system is dynamic, modular and changes everytime you look at it.

• 19K+ in-person attendees - attendee registration increased by 165% in 3 months

• Tens of billions of open pipeline

• 161 announcements

• 40K+ total net new leads

• +49% net positive Google Cloud sentiment across social media

• 93 sponsored immediately resigned to Sponsor Next ’24