project fi

Everyone knows Google. But when it comes to phone plans, Google wasn’t a known player. So, when launching Project Fi, their wireless phone plan, Google needed an idea that would lift them above the industry’s noise. 


Most people view their phone plan as a necessary evil. Project Fi customers report extremely high satisfaction ratings. Kinda odd for a phone plan. We tapped into the science of satisfaction to celebrate the feeling you get when something exceeds expectation.

We redesigned the Project Fi website to be more satisfying as well. This is where we get deeper into the details of the phone plan, all served up in a deliciously satisfying sort of way, of course.

To further spur awareness, we made the Project Fi logo a center point of the campaign and an irresistible symbol of satisfaction. Nothing like a little pink fur and feathers to aid in brand recognition.