Microsoft Tellme identity
Branding
Branding
When Microsoft acquired Tellme networks in 2007 to bet on cloud speech to power Natural User Interfaces across its products, the Tellme brand was one of the key assets that came with the acquisition. Tellme users, customers, and employees were loyal to the brand and the identity needed to evolve as the service became more and more integrated within Microsoft.
I took the product brand strategy through phases of acquisition to integration to a consumer-delighting feature, culminating in the launch of the Microsoft Tellme identity. The new identity needed to span consumer, business, and developer audiences simultaneously. Visual elements needed to reflect the Microsoft Tellme personality attributes of being Satisfying, Intuitive, and Delightful - all attributes that are consistent with the experience we promised our audiences when interacting with our offerings. And most of all, the identity needed to be consistent with the Microsoft master brand and design principles shared across all Microsoft communications.
The resulting visual identity system maximizes the equity in the legacy Tellme brand while incorporating the new Microsoft Tellme product name into the Microsoft brand portfolio for long-term success. Components of the system include a logo lockup, color palette, typography guidelines, background texture, wave graphic element, photography selection guidelines, and partner co-branding guidelines.
The launch of the Microsoft Tellme identity included a full website launch, production and deployment of new PowerPoint and Word templates, production and application of new marketing collateral templates, product naming guidelines, branded merchandise, and an integrated marketing campaign.
I took the product brand strategy through phases of acquisition to integration to a consumer-delighting feature, culminating in the launch of the Microsoft Tellme identity. The new identity needed to span consumer, business, and developer audiences simultaneously. Visual elements needed to reflect the Microsoft Tellme personality attributes of being Satisfying, Intuitive, and Delightful - all attributes that are consistent with the experience we promised our audiences when interacting with our offerings. And most of all, the identity needed to be consistent with the Microsoft master brand and design principles shared across all Microsoft communications.
The resulting visual identity system maximizes the equity in the legacy Tellme brand while incorporating the new Microsoft Tellme product name into the Microsoft brand portfolio for long-term success. Components of the system include a logo lockup, color palette, typography guidelines, background texture, wave graphic element, photography selection guidelines, and partner co-branding guidelines.
The launch of the Microsoft Tellme identity included a full website launch, production and deployment of new PowerPoint and Word templates, production and application of new marketing collateral templates, product naming guidelines, branded merchandise, and an integrated marketing campaign.
The wave element embodies the promise of Microsoft Tellme and comprises a series of waves and dots, all intersecting a central line. The dots are referred to as points of contact, one of which is considered the point of convergence. The point of convergence symbolizes that moment when divergent streams of technology, information, and action come together to achieve success for the user.
Website
Template for product data sheet
Launch campaign advertisement
Credits:
Logo & graphic design and brand guidelines production: Minden Editorial
Website design and development: Razorfish
Advertising layout: Diana Martinez
Logo & graphic design and brand guidelines production: Minden Editorial
Website design and development: Razorfish
Advertising layout: Diana Martinez
