Running of the Googlers


Strategic content creation and design of an on-brand environmental installation at Google’s Chicago offices which updates in real-time to providing useful information to Google employees and their visitors by translating “big data” into helpful infographics.


Key questions:

  • How might we use the semi-truck sized, 134,784,000 pixel, display of screens in Google Chicago’s lobby to welcome visitors and employees?

  • How could we use the available data and computing power in order to provide viewers with organized, unique, and useful information?

  • How can motion and narrative be incorporated to ensure that result is particular to this location yet representative of the larger brand culture. i.e. How can we make it Googley?


Running of The Googlers is a data analytics meets human-centered design meets infographic match made in heaven. Combining Google Chicago’s calendar, facility, location, personnel and conferencing data into meaningful visualizations. It was our clients dream to display complex data, in real time, on the mammoth-sized lobby screen — and it was our mission to take the complexity of the data involved and boil it down into an engaging, on-brand, infographic narrative.


“I remember my first contribution to the project was merely a dump of charts and graphs that described my perspective of the data. Google’s stated purpose is “to organize the world’s information” and Kelsy suggested that we should orient the piece around answering the questions a typical employee or visitor would have when he or she walks into the building – “Where can I find some quiet time,” “What rooms are free,” or “Should I take the stairs?” Kelsy helped us move away from technical diagrams in favor of illustrations that told a story. One example: instead of representing the congestion on the stairs as a Sankey diagram between floors, she used animations of Google colored balls bouncing up/down the stairs and riding in animated elevators so end-users could quickly see which option was busier (the actual answer to the question). Further, Kelsy’s suggestion to start each of those individual data visualizations with an animated version of the voice-command “Ok, Google…” demonstrated not just an understanding of what the Google brand currently is, but what it hopes to become in the future.”

– Daniel Walt
   Analytic Lead, Google



  • An on-brand marketing communication to non-employees that visit the office.

  • A best-in-class approach for business intelligence and illustrative data visualization within the analytics teams.

  • A Facilities/PeopleOps ideation platform for new metrics that address productivity and utilization.

  • A piece of functional artwork packed full of engaging and sometimes playful commentary on what it’s like working in a multi-story, open-office environment with 750 other cross-functional teammates.


Client: Google

Context: Commissioned work in collaboration with Google’s Analytic Lead and Environmental Engineering teams.

Art Direction and Animation: Jen Mayer and Chris Jennings of Kitemath

My Roles:

  • Client Acquisition and Management

  • Project Planning

  • Strategy

  • Design

Process + Deliverables:

  • Research

  • On-brand Illustration

  • Bespoke conceptualization and execution for a set of custom data visualizations and environmental graphics

Kelsy Postlethwait