Microsoft Spark
In 2003, Microsoft Learning did not exist. The company had 3 separate ‘learning products’ businesses, each operating independently with their own name, message and marketing strategies. “Our work was about uniting the offerings under one new brand name and introducing it with a compelling message and look,” said Creative Director John Burgess.
Learn more. Go further.™ became the mantra and brand theme behind the new brand Microsoft Learning – speaking to the core value of continued technology education. The brand was introduced with expressively human imagery and stories that emphasized the benefits – both functional and emotional – of using the brand’s products.
Microsoft Mix
In 2006, Microsoft’s products were almost irrelevant to web designers. The brand was not valued by a core audience that it wished to market to, so the marketing team decided to create a new conference, where it could speak with, not to, its target and subtly show them the power of its new software.
Incite was brought in exactly 4 months prior to the event and asked to create the new event from the ground up. Staring with strategy and a core set of tenets to guide all aspects of its creation, Incite’s scope included the name, theme, identity, website and all promotional marketing. “Incite excelled at the task,” commented the event’s Director of Marketing. “They were crucial to its success.”
MIX. The next web now™ was adopted as the name and descriptor, and “A 72-hour conversation” became the theme to communicate that this conference would not be the traditional Microsoft of years past, but a new, more open and transparent Microsoft ready to listen and engage its customers in a true partnership.
Microsoft SBG
In 2006, Microsoft’s products were almost irrelevant to web designers. The brand was not valued by a core audience that it wished to market to, so the marketing team decided to create a new conference, where it could speak with, not to, its target and subtly show them the power of its new software.
Incite was brought in exactly 4 months prior to the event and asked to create the new event from the ground up. Staring with strategy and a core set of tenets to guide all aspects of its creation, Incite’s scope included the name, theme, identity, website and all promotional marketing. “Incite excelled at the task,” commented the event’s Director of Marketing. “They were crucial to its success.”
MIX. The next web now™ was adopted as the name and descriptor, and “A 72-hour conversation” became the theme to communicate that this conference would not be the traditional Microsoft of years past, but a new, more open and transparent Microsoft ready to listen and engage its customers in a true partnership.
Microsoft Learning
In 2003, Microsoft Learning did not exist. The company had 3 separate ‘learning products’ businesses, each operating independently with their own name, message and marketing strategies. “Our work was about uniting the offerings under one new brand name and introducing it with a compelling message and look,” said Creative Director John Burgess.
Learn more. Go further.™ became the mantra and brand theme behind the new brand Microsoft Learning – speaking to the core value of continued technology education. The brand was introduced with expressively human imagery and stories that emphasized the benefits – both functional and emotional – of using the brand’s products.
