Microsoft Design Cases
Designers behind the work
Designers and creative leads credited on Microsoft projects in press coverage.
Designers and creative leads credited on Microsoft projects in press coverage.
The Brand Identity interviews Koto’s London team about Seasoned, a free educational platform designed to make branding knowledge more accessible. Developed during lockdown, the project uses a cooking metaphor to teach design principles through interactive eBooks and digital experiences. The initiative reflects Koto’s commitment to diversity, inclusion, and lowering barriers to entry in the creative industry.
Creative Boom’s feature on Cannes Lions 2025 highlights a noticeable shift toward inclusivity, with more independent studios, freelancers, and creators attending the festival. The introduction of new pass types like the Start-up and Creator Pass has made the event more accessible. The article emphasizes the growing presence of small studios and creative collaborations with major brands such as Adobe and Pinterest.
The Brand Identity interviews Motto® Co-founder and COO Ashleigh Hansberger about the studio’s 20-year journey and its philosophy that brand should function as a leadership tool rather than a marketing exercise. Hansberger discusses how aligning brand and culture can drive clarity, cohesion, and growth, sharing insights from Motto®’s transformative rebrand for Goodnotes. The conversation explores leadership, strategy, and the evolving role of brand in shaping company direction.
Creative Boom reports on Koto’s new brand identity for Microsoft’s 50th anniversary, celebrating the company’s legacy and innovation. The campaign, themed 'Change Needs Makers', connects Microsoft’s past, present, and future through dynamic visuals, storytelling frameworks, and a refreshed logo inspired by the original Windows design. The work highlights Koto’s ability to balance nostalgia with forward-thinking design for a global tech brand.
The Brand Identity interviews Beijing-born, Brooklyn-based designer and art director Zitong Zhao about her multidisciplinary career spanning studios, agencies, and major brands. Zhao discusses her independent projects like #dobservations and her new creative label pioklepiokle, emphasizing authenticity, curiosity, and the value of being a generalist. The conversation explores her creative process, lessons from industry giants, and her philosophy on slowing down in a fast-paced world.
The article profiles Brazilian-born, Barcelona-based designer Lorena Manhães, exploring how her editorial background informs her approach to branding and art direction. She collaborates with studios like Clasebcn and Atipus on projects for clients such as Microsoft and Arper, while also pursuing self-initiated cultural work like her project Tatuí. Her design philosophy emphasizes flexible visual systems that tell rhythmic, narrative-driven stories.
The article explores the decline of brand mascots in contemporary branding, examining why companies are moving toward minimalist and abstract identities. Through insights from designers at Frontify, Studio Lob, and Cherry Bomb, it discusses how mascots can still offer emotional connection and memorability when used thoughtfully. The piece reflects on cultural shifts, digital constraints, and the risks and rewards of character-led branding.