Gift cards

Challenge: create card visuals that promote variety of products offered at The Microsoft Store that span different occasions.

Solution: Combine flat vector graphics of products to create characters and scenes for holiday, birthday, awards, and evergreen.

In-store signage

Challenge: create in-store and out-of-home print and digital material for products and services dependent upon season/promotion. Always position Microsoft as approachable, smart and youthful to distinguish from Apple Store (cold and elitist) to align with target audience.

Graduation

Solution: Appeal primarily to incoming college freshmen (but all ages high school and above) using hand-drawn and DIY-leaning typography, colorful backgrounds, appropriate and affordable products alongside relatable people for friendly, informal tone.

Back-to-school

Solution: carry style through from Graduation for continuity.

Evergreen

Solution: Position computers, being smart, and “Geekiness” as desirable to promote products.

Product releases

Solution: Lower level funnel messaging married to imagery for pithy, hard hitting promotion.

C-level signage

Ever-changing (and rapidly changing) detailed product signage.