We helped Google Safety transition from fragmented explanations of its capabilities, to expressing a single, persuasive brand truth.
+ Cultural Readiness
+ Meaningful Storytelling
+ Unlocking Growth
2025
CONTEXT
Google Safety is a global network of Privacy, Safety, and Security engineering teams. They protect billions of users daily from online threats, via their work on Google's own platforms and in partnerships with external organizations.
CHALLENGE
Google wanted to encourage more external organizations to partner with its teams on complex security challenges. However, the diversity and complexity of its initiatives was making it difficult to communicate its expertise in a coherent and single-minded way. Instead the brand relied on talking-head case studies to explain its value to different audiences, limiting its ability to build broad brand awareness and communicate memorably.
STRATEGY
Transition the brand's communication from explaining past projects to creating a universally resonant expression of its unique value, solidifying its position as a trusted and powerful partner in cybersecurity.
Methodology
-
01 Decode
Narrative Framework
We conducted stakeholder interviews, competitor analysis, and project deep-dives to clarify Google Safety's unique approach: globally-connected, locally-focused teams that actively seek out and adapt to the toughest challenges.
-
02 Disrupt
Storytelling Strategy
We developed the strategic proposition: "Born of the toughest conditions." This idea assures decision-makers that Google Safety is battle-tested and uniquely equipped to solve any security challenge in any environment.
-
03 Create
Source of Meaning
We generated a host of creative concepts to express the proposition, ultimately landing on "Adaptation," an idea that brought the internet to life as a complex 3D world, explored, challenged and solved by an ever-evolving safety avatar.
-
04 Execute
Brand Amplifier
Connecting with the audience in a memorable way with a 60-second anthem film, 5-second social cuts, and a suite of imagery.
-
05 Scale
Communication Playbook
Scaling an evergreen concept into future storytelling series and event assets.
DELIVERED
Anthem Film
Storytelling Platform
Case Study Series
WE WERE BORN TO BRIDGE — IT’S IN OUR NAME
Across the Pond is a global creative agency
that helps technology brands bridge the divide between their innovation and human meaning. We are a global, independent creative agency that’s proudly woman-owned and a B Corp.
