Future Brand

FutureBrand worked with Microsoft across a variety of strategic deliverables. A key focus was bringing rigor to the array of brands and services that were proliferating. This was causing an increase in marketing spend, brand dilution and limited recognition of products due to an ever-expanding portfolio.

FutureBrand determined the strategic role of all these offerings to the Microsoft masterbrand. Once this was done, the portfolio of products and services was completely revised. FutureBrand then created value propositions for each of the key sub-brands to ensure appropriate linkage. The results were significant increases in efficiency, profitability and awareness of key sub-brands.

Microsoft has a very iconic logo. It is recognised worldwide and was created by an extremely wealthy genius! It makes sense then, that Future Brand would be involved in the design process. What amazes me is that there is a huge amount of different services that have been created and in turn graphically designed in order to represent them. There seems to be a linking factor that ties them altogether and makes the brand recognisable no matter what the service is. This ties in with the FdA. I find a lot of the time, when doing spreads or a PDF, that it difficult to find a balance between catching the eye of the reader, not being too repetitive and also being consistent. With Microsoft I find that they have found a balance between consistency and differentiation/lack of repetition. There seems to be a very fine line between the two and it takes a certain skill to master it. wherever you are, wherever you see it, you will always be able to say confidently, "that's Microsoft!"

To see more work by Future Brand, click here.