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Microsoft Mesh

Microsoft had been working on the next generation of digital collaboration tools long before COVID-19. But the surge in remote work that’s occurred since has accelerated the need for this innovation. After winning a highly competitive pitch, our team at Interbrand New York were engaged to prepare this still nebulous brand to go to market. The ask was to help define the brand architecture and positioning, and to create the name and naming system for this new offering. My role was to lead the development of the name – liaising closely with the client, and managing our team through several rounds of name generation, culminating in a final name, validated through quantitative customer research. Alongside the name itself, we also created a naming taxonomy to address diverse elements of the offering, allowing the brand to evolve over time, and to feel seamless across contexts, devices and audiences. A further point of pride on this project was that the brand promise we created – “Here can be anywhere” – was so captivating it ended up being used as the customer-facing tagline.

Project Roles
Copywriter, Creative Director
Company
Interbrand
Skills
Brand Strategy, Copywriting, Creative Direction, Naming
Media
Brand Identity
Project Industries
Virtual Reality
Microsoft Mesh