Microsoft Edge naming and brand developmentBranding, Concept, Copy
Microsoft Edge naming and brand development
When Microsoft decides to launch a new browser, it’s a big deal. Within a tight framework, defining a distinctive brand personality was the challenge. So, no pressure.
The challenge was to identify a new challenger browser. It needed to sit within Windows but be part of the broader Microsoft brand framework.
A clearly defined brand voice with subtle design differences and carefully crafted photography style brings subtle differentiation and humour within the Windows world.
What I did:
Development concepts for icon | Branding | Voice/messaging | Brand guidelines| Brand engagement