Google Performance Summit
Art Direction / Templates
Visual storytelling at scale
Google’s annual Performance Summit is where major updates to Google Ads and Analytics are announced to a global audience of top marketers. This project focused on designing the main keynote presentation and building a flexible slide system that could be used consistently across dozens of breakout sessions — all presented live and streamed worldwide.
The challenge
The visual identity for the event had been developed by a separate agency, but Google needed a dedicated creative team to lead the main keynote design and develop the templates for all other presentations.
The keynote was presented on an ultra-wide LED screen that dramatically lit up the entire room — a unique challenge that demanded dynamic, visually engaging slides. However, at the outset of the design phase, no script or speaker content was available. This meant designing flexible, visually compelling templates that could support yet-to-be-written content, and still feel on-brand and clear.
Another layer of complexity came from the subject matter itself. Google Ads and Analytics content can be highly technical, requiring thoughtful visual storytelling to make the information digestible and engaging for a live audience of marketers and analysts.
The solve
The starting point was designing a scalable keynote template that could serve as the foundation for all presentations — from the main stage to breakout rooms. A grid-based system was developed to allow consistent placement of visuals, titles, and motion elements, no matter the speaker or subject.
Early design concepts focused on layout adaptability, motion flow, and visual restraint — keeping the speaker and message at the center, without letting the massive screen overwhelm the content. Once speaker scripts began to take shape, real slides were created in close collaboration with product marketing managers (PMMs) to ensure visual storytelling aligned with each talking point.
The templates were built to support a wide range of technical topics and speakers, enabling multiple designers to work in parallel with consistent results. The visual system maintained brand integrity while allowing enough flexibility for custom visualizations.
The impact
The keynote was a visual and strategic success — balancing motion graphics and design precision with speaker presence. The visuals elevated the messaging without becoming a distraction, a crucial win for such a high-stakes stage.
The main keynote was livestreamed globally on YouTube, gathering over 16,000 views and reaching audiences across dozens of countries. It served as the public-facing centerpiece of the event.
Internally, the slide system proved essential: dozens of presentations were produced using the templates — all created by different designers and PMMs — yet they maintained a unified look and feel across the event. This consistency helped establish credibility and professionalism across all sessions, from keynote to breakout.
