Microsoft: Social Design Systems

The Ask:

Create a more efficient way to streamline and scale their creative output while raising the overall caliber and uniqueness of the social content.

 

The Challenge:

The Microsoft Cloud Marketing Team had their hands full managing 100s of social media channels and outputting 1,000s of posts a month for 16 different product groups. Challenging was an understatement.

 

The Solution:

We needed to strike the perfect balance between streamlined and one-of-a-kind, so we implemented a “neighborhood” design approach. If the Cloud Marketing group was a neighborhood, then each product group was a house within that neighborhood. They each needed their own look and personality that spoke to the different audiences (developers, BDMs, ITDMs), but with a connected design language that felt related and allowed them to scale effectively.