The Human Side of Hardware
Nest was renowned for beautifully engineered products, so much so that people could name the engineers personally. As the brand expanded beyond early adopters, our challenge wasn’t to sell more new technology. It was to make that new technology feel more human.
Nest Cam IQ
For the launch of Nest’s smartest security camera yet, we consciously shifted the story from what the camera could do to what it could look after. The Clever Thing for Everything spoke about sons and daughters, prized robot and record collections only you understand, and beloved furry family members.
The tech was the means. Care for what means the world to you became the bigger brand point of view.
Nest Thermostat E
For the brand’s new thermostat making it more human meant making it more accessible. And that started with the name. E stood for everyone, everywhere, energy, earth and easy—all the things new users cared about more than the tech.
One little letter did some big strategic work. And gave us a neat framework for a million assets. Really easy.
Nest Hello
The doorbell category flaunted tech made for what we fear: criminals, suspicious characters, nefarious activity. Again, we chose a different, warmer emotion. With one simple word, Hello, the Nest Doorbell stopped feeling like surveillance and started feeling like a welcome.
Goodbye cold devices, hello to a brand that cares about the human things I care about.
