Naming and Brand Identity
In 2009, Microsoft’s products were almost irrelevant to web designers. The brand was not valued by an important emerging audience and Microsoft wanted to reach that market. We were engaged to create an international conference to take place in Las Vegas from the ground up and had 4 months to conceive, promote and deliver. Our scope included naming, theme, identity, website, marketing materials and online promotions. In addition, we produced a 3-day, pre-event VIP symposium called Spark.
On another engagement, Incite helped Microsoft Learning unite its core products under one brand position. ‘Learn more. Go further.’ became the mantra and brand theme behind the new brand-speaking to the core value of continued technology education. The brand was introduced with expressively human imagery and stories that emphasized the benefits – both functional and emotional – of using the brand’s products.
“Incite played a crucial role the success of Microsoft MIX- and they did it in record time. From the initial idea, through communication design and the excellent facilitation, the caliber of work was exceptional.” -Norman Guadagno, Microsoft Director, Microsoft Visual Studio