The Ask
Google invited Colossal to help lead the brand strategy for the transformation of G-Suite into Google Workspace. Our role was to define the strategic foundation, guide the creative direction, and support the visual expression of the brand. We partnered closely with Google’s executive team, product owners, and production partners (Bonfire Labs) to reframe how Workspace could be understood—not just as a suite of tools, but as the future of connected work.
The Answer
Through focused sprints with Google leadership, Colossal built a comprehensive brand strategy and narrative system for the Workspace launch. We:
Developed a storytelling framework to articulate the evolution from G-Suite to Google Workspace.
Scripted and conceptualized launch videos—internal and external—that brought the brand’s new positioning to life.
Created a channel strategy anchored by the tagline “Everything you need to get anything done—now in one place.”
Designed a phased rollout plan that wove in the integration of AI features—showing how intelligent tools accelerate problem-solving while still spotlighting the human collaboration at the heart of Google Docs, Sheets, and Meet.
This approach combined clear functional value with a more aspirational vision of work, blending AI-powered intelligence with real-time teamwork.
The Result
The launch of Google Workspace was a global success, repositioning G-Suite into a more modern, cohesive brand. Google’s leadership, internal teams, and external partners embraced the strategy and creative direction, which:
Set a new tone for Google’s productivity suite in the marketplace.
Delivered launch videos with playful yet precise messaging, widely shared and celebrated.
Established a long-term platform for Google to integrate AI into the Workspace narrative—visually demonstrating both machine intelligence and human collaboration in action.
The result was more than a launch—it was the reset of a category, enhancing Google’s reputation as the most comprehensive and future-forward productivity solution.
