Microsoft Surface Brand Story

A rapidly expanding hardware business needed a brand idea to encapsulate a portfolio of unique products and fuel the launch of new ones.

Strategic thinking and research uncovered the original motivations and convictions that inspired the birth of the first (Surface Pro) product and that deep routed - true story - around pushing beyond limitations and norms became the Northstar for the Surface brand. 

Project deliverables: Brand idea/story/positioning/visual look and feel, identity/guidelines through to final asset production and go-to-market launch executions.