The year is 2014: you likely had the black and blue Linksys router with the bunny ear antennas. It’s different lights blinked a lot but you had no idea what it was trying to tell you. And let’s be honest, you probably just chucked it into the closet or into a drawer because it was unsightly to look at - to the detriment of your own coverage as a router needs to be out in the room to best broadcast it’s signal.

Enter OnHub, Google’s first wifi offering (now simply Google Wifi). Designed to be simple, powerful, AND good looking. So you could put it out in the open and maximize your coverage. With light patterns that were obvious: red = bad, blue = good, blinking = standby.

Our team at Creative Lab worked with the OnHub team to name the device, create the brand, narrative, and design the total user experience. Our brand principles—safe, transparent, simple, smart—became the foundation for hardware, packaging and UX design.