Project
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Angular expression 2016
Project Information
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Angular expression 2016 brand evolvement
Studio/Client
Microsoft
Capacity
Creative Director
Collaborators/Photography
Peter Guenzel
Collaborators/Moving Image
Field
Collaborators/Illustration
Russell Bell
Discipline
PackagingBrandingArt directionEnvironmentalProduct rendersMotion
The brief/solution
The 2014 Angular expression had created a strong visual identity across the packaging portfolio, released the grip Indigo blue had on the brand, and was also an unexpected signifier of change, once the Microsoft buy out was completed.
The driver for all of this cohesion was the strong work we had already done with the devices packaging, the visual approach, using strong grid systems for placement of logo and type, and also having such a strong systematic approach to the process.
However, we were challenged with moving the approach on even further. Our starting point was within the digital and motion space. Giving us the opportunity to inject more dynamism and interplay to our products. With a seismic shift away from the static views favoured by our competitors.
Key frames from the film become our hero product/assets, allowing us to address directly the requests from business and brand, enlivening our products whilst demonstrating materiality, quality details, form and the design overall.
These assets were then used expressively across the different touchpoints and media we regularly use, such as Launch, Retail and Campaign.
