Project Categories Industrial Design / Engineering Product Description Google came to Speck Design with the intention of breaking into the data transferring service. Data transferring generally requires handling and mobilizing "techy" and often generic-looking industrial hardware. Google wanted to differentiate from the competition by expressing their brand identity through styling and industrial design. Project overview Google was seeking a solution that would be competitive, marketable, and provocative. The goal was to create a functional server with strong aesthetic appeal and consistency with Google's brand identity, symbolizing the product's strength and reliability. Project approach Speck Design combined forces from industrial design and engineering teams to create a successful solution for Google. Together, the teams overcame technical challenges, such as server standards, stackability, and ergonomics, along with brand challenges, such as recognition, color, texture, and emotional connection, to bring the Google brand to life and create a better connected product experience for Google Cloud Service users. With this multidisciplinary approach, Speck Design provided the strongest outcome for Google, creating an aesthetically pleasing, user-friendly, brand-oriented, high-quality, and reliable solution for Google Cloud. The new Google Bezel allows Google Cloud Service users to connect with the Google brand every step of the way. Speck Design achieved Google's goals by engendering respect and empathy for all disciplines, thus ensuring accountability from all team members. The Google brand was brought to life by creating a physical counterpart to a Google service that customers can easily recognize and interact with. Google used the renders produced by Speck Design to announce the launch of its Transfer Appliance.