Microsoft Consumer

The goal of this project was to update Microsoft Consumer’s brand foundations to tell a better together story of their portfolio of product brands, being driven by the growth of Copilot.

Deliverables included:

• An Insights Framework containing a distillation of the insights that drove the work into simple truths within the categories of Culture, Life, Market, Business and Product.

• An overarching Ethos encompassing the Consumer portfolio. 

• Individual product statements that signal the role each of them plays in the portfolio, and what makes them worthwhile to customers.

Project deliverables were not customer-facing, instead meant to aid in future Consumer brand work.