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Google DeepMind —

Demonstrating my design approach and skills.

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OVERVIEW

As part of a four-stage interview, I was given a design task to explain my design process and present it back to the hiring team.

After passing all the stages successfully, I was received very positive feedback and shortlisted as the final two candidates.

ACTIVITIES

Research
Brand Design
Presentation Design

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AUDITING THE EXISTING BRAND

As part of my discovery process, I wanted to understand where the existing brand stands and where the opportunities are.

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DEFINING THE BRAND TERRITORIES

Discovery stage helped me to understand the company and where the opportunities are as a brand.

Then I set up three brand territories to explore more and decide where to focus. 

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COLLECTING VISUAL IDEAS

After defining my design territories I spent the time to create a mood board for each of my design routes. 

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DESIGN & EXECUTE

I explored my three brand routes with the possible imagery, colours and typography. 

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BUILD EMPATHY WITH PEOPLE

DeepMind is a technology company, and their goal is to "solve intelligence", which they are trying to achieve by combining the best techniques from machine learning and systems neuroscience to build powerful general-purpose learning algorithms.

And also they are saving patients' life with developing AI applications for healthcare.

So I believed it would be a great opportunity to bring the lack of human touch and emotion and change the perception of the brand for the public.

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NEXT STEPS

I had the pleasure of working on this task a total of 18 hours, all the free time I had, given the 4 days timeline.

If I had more time and access to stakeholders/consumers, I would have liked to understand the brand from internal stakeholders and consumer perspectives as part of the audit, to have a clear strategic direction.

Keep iterating on the chosen brand territory;

  • To define a clear overarching brand narrative
  • To solidify the visual language elements
  • To revise considering consumer/stakeholder input

Tolga Kilinc — 
Senior Product Designer

©2020