CEP
01
google x euroconsumers
Positioning Google at the forefront of consumer rights through brand and digital experience.
Agency
Beyond
Year
2021
Role
Associate Creative Director
Skills
Branding
Creative direction
Design systems
UI design
Visual identity
02
the challenge
Consumers don’t always understand the rights they have when making purchases online or where to turn when issues arise.
To address this, Google and Euroconsumers partnered with Beyond to create the Consumer Empowerment Project (CEP), a new initiative, brand and digital platform designed to launch at a major European event.
The vision
Make consumer rights information more prominent, more transparent and more visible online.
CEP was designed to improve awareness and accessibility around consumer rights across Europe. We were tasked with building the initiative from the ground up — developing the name, brand identity system, digital hub, launch assets and implementation guidelines.
The challenge was to create a brand and digital experience that could communicate complex topics in a way that felt clear, credible, and engaging, while encouraging open dialogue between consumers, organisations, policymakers and industry leaders.
As Creative Lead on the Google account, I led the engagement across both brand and digital experience. I worked closely with strategy teams and stakeholders, shaping the initiative from early strategic workshops through to launch.
The project also marked Beyond’s first fully integrated brand-to-product engagement, combining branding, UI and digital experience into a single workstream.
03
the approach
The project followed an iterative process spanning strategy, brand identity, experience design and implementation.
We began with discovery and stakeholder workshops across Google and Euroconsumers, aligning teams around the initiative’s goals, challenges, and long-term vision. The engagement then moved into brand strategy and identity development before translating those principles into the UI and wider design system.
The engagement involved stakeholders across both organisations whose priorities didn’t always align, making strategic clarity a key part of the process. Creative decisions were grounded in clear rationale to remove subjectivity and build alignment across teams.
As Creative Lead on the engagement, I was responsible for:
01
Co-designing and facilitation stakeholder and brand workshops
02
Defining the creative direction across brand and digital
03
Leading and directing brand and UI
04
Overseeing all creative deliverables across identity, digital experience and launch
05
Working cross-functionally across strategy, UX, content and development
04
the concept
The central concept behind the project was the idea of ‘The Power of Dialogue’.
The foundation the identity was an angular speech bubble device inspired by tension and collaboration, reflecting the relationship between Google’s data-driven perspective and Euroconsumers’ focus on consumer rights.
Shaping the details
The shape was consistently constructed using eight points to represent the initiative’s eight brand pillars, creating a recognisable system that scaled across both brand and digital experiences.
The visual direction combined bold geometric forms, layered editorial compositions, expressive typography and a flexible modular system designed to scale across both digital and physical touchpoints.
The digital experience was developed alongside the brand identity system from the outset, allowing the brand to be continuously stress-tested through UI and interaction design. This created a digital experience that felt like a direct extension of the identity, balancing distinctive brand moments with scalable modular patterns.
Key principles included:
01
Distinctive branded moments focussed into key storytelling areas
02
Reusable UI components to support CMS flexibility and scalability
03
A modular system designed for scalability and efficient implementation
04
Consistency between the brand identity and digital experience
This created a platform that felt expressive and strategically branded without compromising usability or scalability.
05
the takeaways
This project reinforced the value of treating brand and product as a single connected system. By aligning strategy, identity, and digital experience from the outset, we were able to create a more cohesive outcome.
Four principles stayed with me:
01
Distinctiveness needs structure
Strong brand expression doesn’t need to exist everywhere to create impact.
Focussing editorial moments into key areas created a more distinctive experience without compromising scalability or usability.
02
Strategic rationale removes subjectivity
With stakeholders across both Google and Euroconsumers, alignment was critical.
Grounding creative decisions in clear strategic reasoning helped reduce subjectivity, build trust, and create stronger collaboration across teams.
03
Brand systems should scale into product
The digital experience was developed alongside the brand from the outset rather than applied later.
This created a more cohesive experience and allowed the brand to scale consistently across both digital and physical touchpoints.
04
Integrated teams create stronger outcomes
The project helped establish a new collaborative model between brand and product at Beyond.
Close collaboration across strategy, UX, content, design and development created a stronger and more cohesive outcome.
06
the impact
The Consumer Empowerment Project successfully launched as a unified brand and digital platform, demonstrating the value of integrating brand, product and customer experience into a single connected workstream.
Established a new offering
The project became Beyond’s first fully integrated brand-to-product engagement, combining strategy, brand, and digital experience into a single workflow.
Its success helped establish a new internal offering and directly contributed to three further brand and product design wins for the agency.
Designed for scale
The platform balanced distinctive branded moments with reusable modular components, creating a system that could scale across content, events and future digital needs.
The modular CMS structure allowed Euroconsumers to evolve the platform over time while maintaining consistency and usability.
Improved ways of working
The engagement helped shape a more collaborative operating model between design and product teams at Beyond.
Iterative collaboration across strategy, UX, content, design and development created stronger alignment and faster feedback loops.
Selected works
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