Reboot: branding Microsoft’s flagship browser

A new brand created to convince an huge existing user base to move from Internet Explorer. And, at the same time, entice some once-loyal Microsoft users to back into the fold.

Challenge:
To clearly identify a new challenger browser within the Windows suite. Still, however, aligned to the broader Microsoft brand architecture. This restricted the colour palette, or any graphic elements, that could be deployed in differentiating the brand.

Solution:
A structured, simple design style. A carefully-focused photography style. Plus, a clearly defined brand voice. The result? Subtle differentiation and engaging humour. A defined brand, but still within the Windows world. The products defining features are highlighted and further amplified with wit. 

A browser designed with do in mind. A  ‘tone of voice’ motion piece, demonstrates to agencies how to highlight product features… Always using the distinctive distinctive Microsoft Edge brand voice to engage.

The software product’s own minimal icons become graphic brand elements, coupled with sharply focused wit. This becomes a memorable way to highlight key product features. Such as, ‘reading mode’ and the Cortana digital assistant built in.

Messaging with a touch of humour. Captivates attention, while it highlights the notation feature. Or, the ‘write on’ capabilities of Microsoft Edge.

Launch collateral for the Microsoft Edge brand, created for the Windows launch.

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