Microsoft
Goodbye, dreaded tech-support call center. Hello, Answer Desk.
Our brand work for Answer Desk gave Microsoft's customer support services a friendly face, while establishing a tone for the new generation of clean, fresh Microsoft brands. In addition to designing the brand identity and the website, we worked with Answer Desk to explore how the brand would be executed in print, advertising and retail spaces.
True colors
A distinct color story is critical within any brand strategy, so the Answer Desk color palette was selected and developed to stand apart within its category. Fresh and clean, it also integrated well into the rest of Microsoft’s brands.
Answer Techs
Unified both online and in-store, the appearance of Microsoft’s Answer Techs was also reinforced in marketing materials, assuring customers they’d have the same superior level of service no matter where they chose to interact with the brand.
Message-based iconography
A powerful visual element that represents and quickly communicates a larger idea, the use of intuitively designed icons can also shorten copy length. Here, a series of icon options for each Answer Desk topic allows the copy tone to dictate use, marrying the visual and textual language without overt clutter.
Flexible visual system
To ensure that the creative always supports and promotes the brand and appeals to individuals within Answer Desk’s broad target market, we developed visual and messaging devices that reinforce Answer Desk’s unique value propositions yet work together to create a cohesive, engaging system.
Simplicity you can see
For folks who aren't comfortable asking for help or don't know what they need, simple visuals and straightforward messages help ease the tension and build confidence.
Services built on trust
Putting your computer in someone else’s hands takes a lot of trust. Portraits of friendly Answer Techs and human messages assure folks that they are in good hands.
Interactions rooted in positivity
Juxtaposed portraits of people in need and Answer Techs show the friendly, conversational nature of Answer Desk's customer service.
Help is just a click away
With the online Answer Desk open 24/7, customers can get their PCs tuned for maximum productivity, get the most out of their software, and find answers to their technical questions any time, anywhere.
Retail and outdoor applications
At retail, the Answer Desk brand system pairs nicely with its online counterpart and stands out among the competition. Its clear, direct visuals, and notable absence of jargon-tech speak put a friendly face on Microsoft and reinforced the personal quality of the brand.
