Collaborated with global stakeholders to evolve all aspects of Microsoft’s brand identity system and guidelines (photography, typography, illustration, color, voice, etc.). Managed agencies, photographers, producers, videographers, writers, and designers to overhaul the visual style and process for capturing brand imagery. Consulted with teams across Microsoft’s entire portfolio and conducted training to align purposes and strengthen universal brand health. Provided creative support for the Strategic Partnership Team across themes including research, technology, TV and movies, music, sports, the arts, and social good. Led initiatives to expand diversity, inclusion, and equity objectives. Contributed to shifting department perceptions from “Brand Police” to “Brand Partners”.
Microsoft Global Photo Library
MICROSOFT NEEDED PHOTOGRAPHY THAT WAS INNOVATIVE, TRUSTWORTHY, AND MORE HUMAN.
PROGRAM MANAGEMENT / CREATIVE DIRECTION / ART DIRECTION / PHOTOGRAPHY / WRITING / DESIGN
Authored the strategy, and led agencies, photographers, producers, videographers, writers, designers, and interns, to build brand guidelines, and a global photo library that addressed gaps in authentic representation of marginalized people. Images supported Microsoft business priorities such as AI, Cloud Services, STEM education, and sustainability initiatives.
Locations targeted geographical growth areas such as Africa, India, South America, and Southeast Asia. More than 25K unique visitors spanning 105 countries access this photo library per quarter. With over a million downloads—this library is used to build credibility and inspire audiences all around the world.
Agriculture
India reel
Quantum Computing
Renault F1 Racing
Singapore reel
Photography system guidelines (partial—full reference 80 pages)
Photography comes together with color, typography, illustration, and other brand tools to create a cohesive visual system that connects Microsoft’s entire portfolio.
Microsoft ERG Visual Systems
MICROSOFT’S GD&I TEAM WANTED THE VISUAL IDENTITIES OF EMPLOYEE RESOURCE GROUPS TO BETTER ALIGN.
BRAND CONSULTING / ART DIRECTION / DESIGN
Each of the 9 main groups had their own look and feel. Additionally, there were further variables across chapters. Our goal was to preserve the individuality of each group, while creating a system where all would have cohesive voicing when appearing together.
Also, our solution had to be future proof to accommodate the addition of new groups. To solve, we partnered with each ERG to assess their needs and were inclusive of their guidance and approval each step of the way.
Custom letterforms were derived from Microsoft's corporate font Segoe.
Abstract patterns were then formed from the pieces.
Each ERG received a custom wordmark that incorporated their specific color palette.
Original marks were evolved to a more unified aesthetic with each ERG maintaining their own color pallet and pattern.
Mosaic patterns were created using the designated color palette and letterforms of each ERG's wordmark. These patterns formed foundational support graphics for each ERG.
One pattern can be used in endless combinations.
Brand guidelines were developed for each identity.
The graphics system was applied and tested across various mediums.
PRIDE 2019
OUTLINED FRAMEWORK FOR GLOBAL VISUAL IDENTITY TOOLKIT TO SUPPORT LGBTQIA+ EMPLOYEE-LED PRIDE MONTH ACTIVATIONS.
STRATEGY / CONCEPTING / PHOTOGRAPHY / DESIGN
PRIDE 2019 coincided with the 50th anniversary of the Stonewall uprising. So, traditional handmade elements such as buttons, banners, and stickers were used as a budget-friendly nod to the grassroots protest tools of the past.
This open-sourced campaign blended community outreach, product integrations, owned and earned media, and retail events. Engagements generated 150M+ impressions with participation from more than 15,000 employees from 61 cities and 30 countries.
Buttons, posters, t-shirts, and other ephemera were created.
An interactive commitment board was displayed on campus to encourage employees to pledge their support of the LGBTQIA+ community.
Marching in more than 60 cities and 30 countries around the world, over 15,000 Microsoft employees were seen and heard as one.
Anthem video
Special Olympics + Xbox eSports Partnership
LED TEAM TO PROPOSE eSPORTS AS A NEW COMPETITION FOR SPECIAL OLYMPICS, AND TO LEVERAGE MICROSOFT TECHNOLOGIES TO MAKE GAMING MORE INCLUSIVE.
STRATEGY / CONCEPTING / DESIGN / PHOTOGRAPHY
A multi-year roadmap was developed to create an accessible platform for athletes of all abilities, expand fundraising, reach new audiences, and change perceptions of people with intellectual disabilities. We then partnered with internal and external stakeholders
on program assessment and logistics for a national tournament. The first-ever championship demonstration was held at the 2018 Special Olympics USA Games, broadcast on ESPN, and received positive coverage in publications including Forbes and across social media.
A roadmap was created to introduce eSports as an official Special Olympics event.
Existing tools and filters were customized to provide a protected online environment for team organization, practice, and play.
Rationale video
It was attended by Special Olympics Chairman, Tim Shriver, broadcast by ESPN, and press coverage of this first-ever event went wide in notable publications such as Forbes.
The championship match was held in front of a live audience at the 2018 Special Olympics USA Games. It was hosted by professional shoutcasters and included an ASL interpreter.
Xbox Sesions with Mark Hamill, Ninja, and Simby
In-studio promo captures and BTS coverage for the Fortnite—Star Wars: Rise of Skywalker reveal.
PHOTOGRAPHY
Photos were used in press releases world-wide, and were reposted by top industry social feeds and media.
Hero shot to tease Mark Hamill and Ninja collaborative game demo.
BTS of gameplay taping and celebrity interactions.
Ninja teaches Mark Hamill the ways of Fortnite.
A sampling of mentions in international feeds.
Campaign images were linked to significant reach.
