Google Partners & Rewards
Concepting / Branding / Style-Guide / AI

Creative confidence in every campaign

Google Partners & Rewards is a key program within the Google Ads ecosystem that supports agencies managing ad campaigns on behalf of clients. As the trusted creative partner, we led the visual evolution of the brand while also producing a high volume of campaign emails, templates, and branded assets — all crafted for consistency, freshness, and performance.

The challenge

Agencies that participate in the Google Partners program manage advertising portfolios for thousands of businesses. The program itself needed to communicate with these agencies consistently through a wide variety of email campaigns, while also maintaining a cohesive brand presence across other assets.

Email engagement was a key metric. One of the major creative challenges was combating “email fatigue” — over time, visual repetition can lead to diminishing engagement. The team needed to ensure every email felt new, attention-grabbing, and aligned with the program’s evolving voice.

In parallel, we were responsible for maintaining and evolving the brand identity for Google Partners & Rewards — ensuring it remained distinct yet cohesive within the broader Google Ads ecosystem.

The solve

We established a modular, scalable system for email design that allowed for both variety and consistency. This included:

  • Custom layouts tailored to campaign types (product education, rewards, seasonal promotions, and more)

  • A flexible design language that stayed within the Google brand system but introduced fresh patterns, graphic treatments, and visual emphasis

  • Ongoing refreshes of the program’s visual style guide, balancing long-term cohesion with room for evolution

  • Visual QA and strategic pacing of design elements to avoid repetition across campaigns

Collaboration was key — we worked closely with PMMs (Product Marketing Managers) and internal Google creative leads to ensure every asset met both brand and performance standards. Feedback cycles were streamlined and well-documented, allowing us to deliver high-quality work at scale without compromising creative integrity.

The impact

We delivered hundreds of email designs and branded assets with consistently strong feedback from stakeholders. Our work was regularly approved in the first or second round of review — even in multi-layered creative sign-off meetings with Google’s internal teams.

Over time, we became a trusted creative partner, known for delivering work that didn’t just meet requirements — it elevated the overall program presence. The internal teams often remarked that if an email came from our agency, they already knew it would be in great shape.

This trust enabled faster approvals, higher efficiency, and ultimately contributed to better communication with Google’s global network of agency partners.