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Android – Get the Message campaign

Turning a complex technical issue into a human, emotional and visually engaging story

Get The Message is an initiative by Android/Google designed to highlight the limitations of cross-platform messaging between Android and iPhone and to advocate for the adoption of the RCS (Rich Communication Services) standard. In this redesigned version, my role focused on leading the user experience and interface design of the main campaign site — translating a complex technical issue into a human, emotional, and visually engaging story that connects with users while aligning with Android’s brand system.

Awards
Webby Award 2024 – Best Mobile Visual Design (Aesthetic) Creativepool 2024 – Silver & People’s Choice AMEC Awards 2023 – Bronze, Innovation in Measurement PR Daily 2024 – Marketing Campaign
Scope
Android.com and the whole Get The Message campaign.
Role
Visual design, UI design
Agency
Huge
Year
2023

Humanizing atechnical story

The main challenge was turning a complex, technical issue, how Android and iPhone users communicate, into a story that felt human and easy to grasp. The goal was to create a clear narrative that moved naturally from problem to solution, using strong visual design and relatable imagery to connect emotionally with users. Every element, from color and layout to visual design, was crafted to balance clarity and emotion while bringing Android’s personality to life in a fresh, modern way.

Outcomes

  1. 1B+

    RCS messages sent daily in the U.S.

    Google reported over 1 billion RCS messages sent daily in the U.S., with the campaign playing a key role in driving adoption.

  2. iOS 18

    Apple announced RCS support

    Apple’s announcement of RCS support for iOS 18 (2024) marked a major win for universal messaging.

The teamat Huge

  1. 01

    Melissa Castaño

    Visual design lead

  2. 02

    Kisha Bertrand

    Lead copywriter

  3. 03

    Mateo Torres

    Product management

Feedbackfrom the client

“Wanted to shout out the ANDROID team, specifically the folks that have been working on the campaign-related work that saw us push into new process, new ways of working, rapid turn around and an endlessly flexible approach to delivering value to the client on the timeline they gave us. With the recent announcement that Apple will be supporting RCS messaging protocol next year - it seems they GOT THE MESSAGE (in small part to us, also European regulators). This team really rallied. Now we’re pivoting (again) to deliver a softened launch without harder-hitting messaging. MISSION ACCOMPLISHED. Such an exciting and incredible milestone! Kudos to the countless Hugers here who were part of this journey!”