Format
Self-initiated concept study

Direction
From corporate swag to culturally relevant product

Deliverables
Audit notes · Audience snapshot · Channel analysis · Recommendations · Merch direction

Focus
Google merchandise · cultural positioning

GOOGLE

BRAND AUDIT· CONTENT RESEARCH· CONCEPT STUDY

An audit of how Google merch could feel more cultural and less corporate. Channel data turned into clear recommendations and a new direction for the product range -- with a focus on improving women's representation in the assortment.

Audience Snapshot and Opportunity

Examined Google's merchandise as a revenue source. The data showed a clear gap; women's clothing was underrepresented. The opportunity was to expand it without losing focus.

RESEARCH

Channel Mix and Performance

Analyzed where demand comes from and which channels are underused. Sessions versus engaged sessions data used to identify where to focus and where to cut.

INSIGHT

Recommendations

Clear next steps across store, email, and channel focus. Built to be actionable, not aspirational. Structured around retention, quality traffic, and merchandising clarity.

STRATEGY

Merch Direction

Shift from corporate swag to wearable, culturally relevant pieces with stronger representation of women. Making Google merchandise something people actually want to wear.

DIRECTION

direction Corporate to Cultural

Format Brand Audit