As the art director for Microsoft Surface, I had the privilege of leading a team of talented designers and artists to create a visual identity that reflected the premium and innovative nature of the Surface brand.

Our goal was to create a visual language that would bring the Surface brand to life and make it instantly recognizable to consumers. We started by exploring different design directions and visual motifs that would capture the essence of the Surface brand.

We drew inspiration from the sleek, modern design of the Surface devices themselves, as well as the versatility and productivity they offered to users. Our team experimented with different colors, typography, and graphic elements to find the perfect balance between elegance and functionality.

The final result was a visual identity that was clean, minimalistic, and highly flexible. We developed a simple yet sophisticated color palette, consisting of cool blues and grays, with occasional pops of bright colors to add interest and vibrancy. We also created a unique typeface, designed specifically for the Surface brand, which balanced sharp edges with rounded corners to create a sense of both precision and approachability.

Overall, the Surface brand identity was a huge success, resonating with consumers and helping to establish the Surface brand as a leader in the technology space. Our team was proud to have contributed to the development of a visual identity that accurately represented the innovative and forward-thinking nature of the Surface brand.