Android 'Get The Message' Campaign Visual - UI Design

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, your 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.

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

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.

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

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

"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 processes, 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!"

Melissa Castaño - Visual design lead Kisha Bertrand - Lead copy writer Mateo Torres - Product Management