industrial design

Google ARA

In early 2015, Google approached Branch to redesign their much-talked-about modular phone. Ultimately, while the basic architecture of using 1×2 and 2×2 modules had been established, the Project Ara team wanted to rethink the whole experience and create real life stories to help guide what people really wanted a device like this to do, which aligned with the user research the team had done.

Our first effort was focused on exploring the future of the platform. Our approach was to start completely from scratch, understand the needs of the individual modules, then distill their details down to simple, pure geometry. Just as it’s our job to push the envelope on what’s feasible, we must also be tuned in and sensitive to opportunities that feel magical and unexpected for the user. It’s not a frame that holds modules, it’s the physical manifestation of one's needs and interests.

The biggest challenge was creating a platform that allows for the rapidly growing ecosystem of unique modules that need to look, feel and behave as an integrated device. We aimed for simplicity and consistency, however, every individual module is a unique product, and is treated as such. For example, a camera’s optics have a dramatically different set of requirements and user experience than the acoustics of a speaker.


Ultimately, we wanted to allow people to have the look of a one-piece one-colour device, but at the same time, we curated a wide range of colors, materials, and finishes that all work together allowing for increased levels of personalisation from minimal to wild. Frankly, they can do both and everything in between, and that’s the amazing thing about Project Ara. It doesn’t put limits on users the way that other, conventional
objects in our life do.

For over a year the Branch team worked extremely closely with the Project Ara team as the creative partner to co-create and develop Ara from the ground up. Many of the mechanical challenges were overcome through daily collaboration and countless whiteboard sessions. For every interaction, feature and detail we created countless sketches, renderings, mockups and refined models to make sure they integrated seamlessly into the
rest of the experience.

It’s honest and clean. There is a sophisticated elegance and universal appeal to the absence of trendy styling. As with all phones, the overall size is driven mainly by the display but we tried to make the modules as compact as possible, which meant they needed to be square and crisp. All the early explorations into organic geometry and surfacing felt purely cosmetic and dishonest.

We worked to reduce the visible structure of the device, allowing the chosen modules to define the aesthetic. We wanted there to be no ugly combinations while empowering limitless personal choice. We discovered that everyone involved has combined dramatically different colors, materials, and finishes, creating dramatically different versions of “their Ara”. It’s a new emotionally driven experience that has more to do with the weather and what you had for breakfast than what you see everyone else doing.

Video & Photography Art Direction by: Landscape