B-Reel works with Google to “make email work better”

Sundar Pichai, Google’s senior vice president of Android, Chrome & Apps, says Inbox was developed to tackle issues around email including “important information buried inside messages” and “our most important tasks slipping through the cracks”.

Inbox introduces new features including bundling – which allows people to, for example, group all their receipts or bank statements together – and highlights, which spotlights key information such as flight itineraries.

Pichai says: “Inbox will even display useful information from the web that wasn’t in the original email, such as the real-time status of your flights and package deliveries.”

As well as offering “reminder” functionality, Inbox also gives users “assists”. So, for example, if you set a reminder to call a particular shop, the assist function will supply its phone number and tell you if it’s open.

B-Reel worked on the branding and positioning for Inbox, in collaboration with Google’s product teams.

Inbox by Google is one of the first Google products to use Google’s new “Material” design direction. The Material guidelines were unveiled in June and feature updated colours, icons, typography and imagery guidelines.

For the Inbox site, B-Reel says it looked to develop an experience based around mobile.

The consultancy says: “We built a product site that translates the product experience into a single scrolling story and takes the user through the core features of the product in an intuitive, mobile-first way.

“Everything on the site is controlled by the users scroll, giving users a tactile and direct control over the animations and the pacing of the product story.”

Google is currently sending out the first round of invitations to use Inbox.