For the second year in a row, the Google News Lab team partnered with Beutler Ink to create a dynamic branded presence at the Online News Association conference, this year in Los Angeles. By modifying a prefabricated structure and adding custom graphics and prop elements, we created an open and engaging space for ONA attendees to test drive some of the most relevant tools available to journalists in Google’s News Lab. The visitor response was immensely positive, and one partner said: “The ONA ’15 booth perfectly captured Google’s mission to help journalists build the future of media. The design allowed all of our Google products to shine and attracted hundreds of journalists to the booth.”

1. Beutler Ink Case Study | Google News Lab 1
CASE STUDY
GOOGLE NEWS LAB ONA BOOTH

2. Beutler Ink Case Study | Google News Lab 2
For the second year in a row, the Google News Lab team partnered
with Beutler Ink to create a dynamic branded presence at the Online
News Association conference, this year in Los Angeles.
By modifying a prefabricated structure and adding custom graphics
and prop elements, we created an open and engaging space for ONA
attendees to test drive some of the most relevant tools available to
journalists in Google’s News Lab.
The visitor response was immensely positive, and one partner said:
“The ONA ‘15 booth perfectly captured Google’s mission to help
journalists build the future of media. The design allowed all of our
Google products to shine and attracted hundreds of journalists to
the booth.”

3. Beutler Ink Case Study | Google News Lab 3
Booth 1 Rendering Front + Overhead View
Station 1 Rendering | Front View
PANEL1
PANEL2
PANEL4PANEL3
RESEARCH
DISTRIBUTE OPTIMIZEOPTIMIZE
Custom designed panels provided a place for high-level
messaging about Google News Lab’s products and mission
while blocking off parts of our shelving system that were
not needed to store props and takeaway collateral.
Each Station of the booth was customized with
a series of printed pieces:
Posters designed to look like newspapers
outlined specific tools being demoed at each
station.
Decorative Panels provided high-level
messaging pulled from Google News Lab tools
and products.
Prompt Cards provided specific insights
on how to best utilize GNL products and
directions for product demos.
Watch video tutorials on
Google News Lab to learn
how to access rich data sets,
verify photos and leverage
consumer surveys to develop
better stories.
Research
Develop your story using
Google’s research tools.
Report
Enhance your story using
Google’s visualization tools.
Distribute
Circulate your story using
Google’s distribution tools.
Optimize
Improve engagement with
Google’s analytic tools.
Explore the News Lab in
depth — from programs to
experiments, and everything
in between.
#GoogleONA

4. Beutler Ink Case Study | Google News Lab 4
Custom Graphics Poster Samples

5. Beutler Ink Case Study | Google News Lab 5
Custom Graphics Panels Samples

6. Beutler Ink Case Study | Google News Lab 6
Custom Graphics Prompt Card Samples
Watch video tutorials on
Google News Lab to learn
how to access rich data sets,
verify photos and leverage
consumer surveys to develop
better stories.
Research
Develop your story using
Google’s research tools.
Report
Enhance your story using
Google’s visualization tools.
Distribute
Circulate your story using
Google’s distribution tools.
Optimize
Improve engagement with
Google’s analytic tools.
Explore the News Lab in
depth — from programs to
experiments, and everything
in between.
#GoogleONA
Gather data from real
people by creating your own
web surveys, using Google
Consumer Surveys.
For example: When you wake
up in the morning, where do
you get your news first? Tell
us by dropping a ball in the
cylinder of your choice!
Newspaper
News Site
Social Media
Broadcast Media

7. Beutler Ink Case Study | Google News Lab 7
ONA Documentation

8. Beutler Ink Case Study | Google News Lab 8
ONA Documentation

9. Beutler Ink Case Study | Google News Lab 9
ONA Documentation