Google Science Fair, a global science competition for students aged 13-18, ignited students’ passion for science, grew their confidence, and helped them envision a better world.
         My team at Instrument collaborated with Google to re-launch a more accessible and inclusive brand and product experience—reaching a significantly broader audience and increasing participation by 100%.










After auditing the successes and failures of previous years, we learned that students felt intimidated and struggled to submit valid, completed projects.
         So, we evolved the core product feature set and redesigned the user experience, utilizing prototyping and student testing to validate our hypotheses and resolve key pain points.





The student dashboard was one of many critical parts of the experience validated with rapid prototyping.



We added features like rich content entry and autosave to give students more control without the fear of losing work along the way. 
We partnered with an education consultant to create a library of unique STEM guidance and problem-solving materials, totalling over 1,000 translated documents, to provide both students and educators with contextual guidance and materials for help every step of the way.





The marketing website drew students in through moments of inspiration and curiousity—including fun easter eggs like an interactive logo.



Research revealed teens felt intimidated and excluded from the fair in years past. Many believed science wasn’t their thing. They aspired to create real-world change, but didn’t know where to start. Or how science and technology could help. We set out to change that.
         Through close collaboration between Instrument and Google, we rebuilt the brand from the ground up—including voice and tone, illustration, custom typography, and a digital design system—to create a helpful and consistent brand experience across the marketing website, educational resources, participant stories and a student submission tool.








Inspired by a range of STEM disciplines and diverse perspectives, the shapes represent the power that comes from bringing ideas together to create something new and greater than the sum of their parts.




The design system considered the unique needs and perceptions of a global market. To create seamless experience for all users, the brand, product designs, educational materials, and documentation had to account for 15 languages and meet WCAG AA requirements.

To highlight past participants and make science more relatable to future applicants, we poured through hundreds of past projects to curate a content series, artfully telling behind-the-scenes stories in a flexible framework, designed to easily evolve and facilitate future narratives. 






Part of the branding intiative included a series of posters and educational materials that were sent to classrooms around the world.







I acted as Design Director — working cross-discipline with these folks from Instrument and Google

 
Design
Cameron Cooper
Daniel Moreno
Jack De Caluwé
Julie Rose
Junko Maegawa
Martha Koenig
Sunny Eckerle
Thomas Charlet
Yuriko Zubia


Strategy
Jason King
Karan Patel
Engineering
Brian Hefter
David Brewer
Jeremie Carlson
Jonathan Streater
Brandon Gray

Production
Andrew Barden
Jonathan Creech
Nicholas Dahl
Olivia Harris
Laura Nichols






Mark