Hook created a website highlighting the Language Inclusion program and the positive impact it has on communities around the globe. Most websites about AI initiatives put technology front and center, but we wanted to challenge that perception with a design philosophy that put the focus on humanity and the accessibility this technology provides.
Human stories require authenticity, which is why all design aspects of the site feature photos, videos, and evergreen editorial content, showcasing the long-lasting impact that this technology can have on real communities.
In partnership with Google, we led the development of the Language Inclusion Model website from initial research to launch, including UX/UI, copy, animation, and art direction. Interviews and visuals were woven together with animation to bring these stories to life, elevating the impact that Language Inclusion has in increasing accessibility and helping to empower these communities.
Most websites about AI initiatives put technology front and center, but we wanted to challenge that perception with a design philosophy that put the focus on humanity and the accessibility this technology provides.
Since the project started before any content had been captured, we were in a unique position to influence not only the design and look and feel of the site, but also the content that would serve as the site’s foundation. This allowed us to consider a much larger picture of how the site could be a mechanism to bring these stories to life. We felt human stories required authentic and original content, which is why all aspects of the design of the site feature bright and beautiful faces from around the globe. To help collect on-the-ground stories and capture the authenticity of these places through interviews, we created several briefs for film and photography crews. These conversations emboldened the teams operating autonomously across the globe and aligned them to our singular vision. Google teams in Asia, Africa, Europe, and North America captured hundreds of photos and videos that accurately depict the nuances of these languages through research, data, and conversations.
Ultimately, these interviews and visuals were woven together with animation in an editorial layout that brought these stories to life, elevating the impact that Language Inclusion has in increasing accessibility and helping to empower these communities.
Google sent teams across the world to capture authentic stories from smaller and lesser-known languages, resulting in integration across Google products, allowing more people to read, watch, and hear content in their native tongue. This collaboration marked a first-of-its-kind externalization of Google's efforts in the language AI space. The site drove awareness to the broader program, garnering tens of thousands of views and visits, and continues to benefit lives around the world, one word at a time.
