A More Human Surface

Consumer research indicated that the Microsoft brand was perceived as being very corporate and very functional…basically a brand for older white males wearing suits. In their never-ending chase of Apple, they knew they needed to appeal to a younger, more dynamic consumer in order to remain relevant.

Our approach was to reimagine a more human experience that brought much needed emotional connection to the brand. Starting with the new launch of Surface, the immersive site introduced moments of lifestyle and youth, full of video clips and influencer-created content that connected the brand to culture. We also surfaced the amazing innovation that was taking place beyond the product—demonstrating Microsoft's commitment to sustainability and accessibility.

Time on page improved by 40% and scroll rate was much higher indicating people were staying longer and spending more time below the fold which was an improvement. The design system continues to be rolled out on Windows 11, Edge and other site sections.

Agency: WundermanThompson California
Creative Direction: Tim Hogan
Art Direction: Julia Kaopua
Design/Production: Roy Hidrosollo, WT Los Angeles/Colombia teams