Data and AI fabric flowing


Digital event branding for the trusted cloud

We created a unified design system for Microsoft cloud events that solved for all lead gen, virtual, and in-person needs across one of the most dynamic cloud in the world.


Annually, Microsoft has more than 20 cloud-specific events that range across the Azure, Dynamics, Business Applications, and security brands, each with a unique brand identity. All of these different identities led to a frayed brand experience, and event teams were overburdened with unique assets. We worked to create a unified design system that event teams could pick up out of the box and use for all marketing expressions.

Client name




Video poster image of Data AI fabric


To create a consistent Microsoft brand experience, we strategized, concepted, and iterated on a single visual throughline to connect each solution area of the Microsoft cloud—while speaking metaphorically to the unique power of each.

This led to more than 200 bespoke explorations grounded in Microsoft’s fluent design language before we arrived at our final conclusions.


In each of the seven Microsoft cloud solution areas, we created a library of core static and motion assets that we applied to out-of-the-box campaign assets, which work across all of Microsoft’s marketing and in-event needs. We also created the cloud events brand guidelines to present all the available assets, ensure longevity, and explain our underlying approach.

Infographic of the connected design system
Biz apps ribbons accelerating upwards
Security ribbons
Modern work ribbons intertwining
Modern work ribbons
Industry ribbons
Data and AI ribbons
Mosaic of assets
Infrastructure ribbons
Modern work ribbons
Industry ribbons
Digital ribbons flying up in the air
Industry ribbon
Infrastructure ribbons


Creative director

Jeremy Bonner

Project manager

Sarani Roy

Account director

Elizabeth Filin-Matthews

Marketing strategy

Geneva Shih

Art director

Aaron Schrade


Elizabeth Mason

3D artist

Rory Emmons

3D artist

Cris Labno

Motion artist

Jesse Liebhart