Google Cloud Next '18
Next is Google Cloud's global exhibition of inspiration, innovation and education. Taking place in San Francisco, London and Tokyo, audiences can discover how the cloud made for everyone is built by everyone. Together.
VSA partnered with the Google Cloud brand team to help develop a visual identity to bring this festival-like event to life. What we developed was a modular, ever-changing identity system – just like cloud technology itself.
Animations: David Dodge
Photography (just the beautiful ones): Mark Wickens
![Screen Shot 2018-08-23 at 10.17.10 AM](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Screen-Shot-2018-08-23-at-10.17.10-AM-1.png)
![Screen Shot 2018-08-23 at 10.17.10 AM](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Screen-Shot-2018-08-23-at-10.17.10-AM-1.png)
![NEXT_Logo_01](http://www.mattiasmackler.com/wp-content/uploads/2018/05/NEXT_Logo_01.gif)
![NEXT_Logo_01](http://www.mattiasmackler.com/wp-content/uploads/2018/05/NEXT_Logo_01.gif)
![NEXT_Logo_03](http://www.mattiasmackler.com/wp-content/uploads/2018/05/NEXT_Logo_03.gif)
![NEXT_Logo_03](http://www.mattiasmackler.com/wp-content/uploads/2018/05/NEXT_Logo_03.gif)
![NEXT_Logo_02](http://www.mattiasmackler.com/wp-content/uploads/2018/05/NEXT_Logo_02.gif)
![NEXT_Logo_02](http://www.mattiasmackler.com/wp-content/uploads/2018/05/NEXT_Logo_02.gif)
OOH & Awareness
The first Next event was in San Francisco, where we hit up SFO, billboards and lobbies throughout the city and even painted a large-scale mural downtown.
![Artboard 1 copy 6](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-6.jpg)
![Artboard 1 copy 6](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-6.jpg)
![Artboard 1 copy 8](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-8.jpg)
![Artboard 1 copy 8](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-8.jpg)
![NEXT_loop](http://www.mattiasmackler.com/wp-content/uploads/2018/05/NEXT_loop-1.gif)
![NEXT_loop](http://www.mattiasmackler.com/wp-content/uploads/2018/05/NEXT_loop-1.gif)
![Newspaper](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Newspaper.jpg)
![Newspaper](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Newspaper.jpg)
![Artboard 1 copy 20](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-20.jpg)
![Artboard 1 copy 20](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-20.jpg)
![Artboard 1 copy 9](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-9.jpg)
![Artboard 1 copy 9](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-9.jpg)
![Artboard 1](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1.jpg)
![Artboard 1](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1.jpg)
![ezgif.com-resize (4)](http://www.mattiasmackler.com/wp-content/uploads/2018/05/ezgif.com-resize-4.gif)
![ezgif.com-resize (4)](http://www.mattiasmackler.com/wp-content/uploads/2018/05/ezgif.com-resize-4.gif)
![ezgif.com-resize (6)](http://www.mattiasmackler.com/wp-content/uploads/2018/05/ezgif.com-resize-6.gif)
![ezgif.com-resize (6)](http://www.mattiasmackler.com/wp-content/uploads/2018/05/ezgif.com-resize-6.gif)
![ezgif.com-resize (2)](http://www.mattiasmackler.com/wp-content/uploads/2018/05/ezgif.com-resize-2.gif)
![ezgif.com-resize (2)](http://www.mattiasmackler.com/wp-content/uploads/2018/05/ezgif.com-resize-2.gif)
![ezgif.com-resize (3)](http://www.mattiasmackler.com/wp-content/uploads/2018/05/ezgif.com-resize-3.gif)
![ezgif.com-resize (3)](http://www.mattiasmackler.com/wp-content/uploads/2018/05/ezgif.com-resize-3.gif)
At the event
We helped create some of the applications inside and outside of the Moscone Center, from large-scale building wraps and wallscapes, to sweating the small stuff like sign-in screens, name badges, posters and t-shirts.
![Artboard 1 copy](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy.jpg)
![Artboard 1 copy](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy.jpg)
![Artboard 1 copy 4](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-4.jpg)
![Artboard 1 copy 4](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-4.jpg)
![Artboard 1 copy 5](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-5.jpg)
![Artboard 1 copy 5](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-5.jpg)
![Artboard 1 copy 2](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-2.jpg)
![Artboard 1 copy 2](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-2.jpg)
![Artboard 1 copy 25](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-25.jpg)
![Artboard 1 copy 25](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-25.jpg)
![Artboard 1 copy 21](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-21.jpg)
![Artboard 1 copy 21](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-21.jpg)
![Artboard 1 copy 3](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-3.jpg)
![Artboard 1 copy 3](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-3.jpg)
![Next_lanyards2](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Next_lanyards2.jpg)
![Next_lanyards2](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Next_lanyards2.jpg)
![Next_lanyards](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Next_lanyards.jpg)
![Next_lanyards](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Next_lanyards.jpg)
![Artboard 1 copy 31](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-31.jpg)
![Artboard 1 copy 31](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-31.jpg)
![Artboard 1 copy 32](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-32.jpg)
![Artboard 1 copy 32](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-32.jpg)
Experiential extras
The super-talented and amazing events agency, Sparks, took our visual identity and created a beautiful experience throughout the three days.
![FullScreen_shot](http://www.mattiasmackler.com/wp-content/uploads/2018/05/FullScreen_shot-1.jpg)
![FullScreen_shot](http://www.mattiasmackler.com/wp-content/uploads/2018/05/FullScreen_shot-1.jpg)
![Artboard 1 copy 33](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-33.jpg)
![Artboard 1 copy 33](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-33.jpg)
![Artboard 1 copy 22](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-22.jpg)
![Artboard 1 copy 22](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-22.jpg)
![Artboard 1 copy 11](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-11-1.jpg)
![Artboard 1 copy 11](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-11-1.jpg)
![Artboard 1 copy 10](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-10.jpg)
![Artboard 1 copy 10](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-10.jpg)
![Artboard 1 copy 15](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-15-1.jpg)
![Artboard 1 copy 15](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-15-1.jpg)
![Artboard 1 copy 16](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-16-1.jpg)
![Artboard 1 copy 16](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-16-1.jpg)
![Artboard 1 copy 35](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-35.jpg)
![Artboard 1 copy 35](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-35.jpg)
![Artboard 1 copy 7](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-7-1.jpg)
![Artboard 1 copy 7](http://www.mattiasmackler.com/wp-content/uploads/2018/05/Artboard-1-copy-7-1.jpg)