About
In Brief
Slow page loads are annoying. For users, they're frustrating. For advertisers, they can mean missed opportunities. And for publishers, they can have serious effects on revenue and readership. The AMP Project is an open-source initiative that helps ads and websites load almost instantly. We teamed up with the AMP team at Google to build their brand and redesign their official website.
Google
Client
Google
Brand
Strategy &
Positioning
Illustration
Art Direction
Interactive
Information
Architecture
Interactive Design
Animation &
Motion Design
Development
Prototyping
Frontend
Analytics &
Optimization
Services
Brand

We took inspiration from AMP’s mission to make the web a faster, smoother, and more engaging place, creating a dynamic brand system that reinforces those core principles. Speed was the conceptual thread throughout the system, with angles, movement, and electric blue accents that keeps the site energized.

The Documentation pages are an essential component of the website because they teach developers how to actually build websites with AMP. Fit with all the HTML code they would need to get on board, these pages are the launching pad for a better, faster web.

We kept the site feeling lightweight by using thin, floating devices to add dynamism and emphasize the content on the screens.

We kept the site feeling lightweight by using thin, floating devices to add dynamism and emphasize the content on the screens.

We built this all on the AMP platform, which offered the perfect opportunity to showcase how amazing AMP websites could be. And because AMP is particularly famous in the mobile realm, we knew that the site’s performance on mobile had to be flawless on any screen size.

AMP Conf 2017

It was amazing to see the branding come to life at the first ever AMP Conference in New York, and a ton of fun to see one of our own, Le Wei, on stage to speak about lessons she learned while building canonical, responsive AMP pages.