A strategically evolved product experience with a business goal of migrating 1.5bn Windows users spread across a host of legacy operating systems onto one new Windows 10 platform needed a compelling and effective brand idea.

Through internal research, focus group conversations and competitive analysis - strategic insights were developed into 4 potential brand narratives for testing.

3 decades of heritage as the go-to platform for global productivity inspired a reimagined Windows as the place to do great things.

Project deliverables: Brand idea/story/positioning/identity/guidelines through to final asset production and marketing executions for launch.