Clients Microsoft, Industry Technology, Expertise Brand Communications
Challenge
Our team created a highly recognizable, informative and flexible branding system that provides continuity and a sense of family for the products. The Microsoft Hardware visual style is grounded in Microsoft’s corporate visual style, while using certain colors and graphics that are unique to Microsoft Hardware. A number of design elements and systems comprise the identity, and the consistency of application of these design elements has been crucial in maintaining a strong brand presence for all Microsoft Hardware products.
Insight
As Microsoft Hardware prepared to standardize their packaging form factor across the line, FITCH partnered with them to evolve a systematic graphic and messaging approach, providing cohesiveness and clarity across their mice, keyboard and webcam lines.
Solution
By developing comprehensive and extensible visual language and packaging, FITCH has helped Microsoft increase the clarity, impact and, ultimately, sales of their hardware at retail. Our packaging has been quick to gain recognition: the cartons have won the CNET’s Editors’ Choice award, PC Gamers Editors’ Choice award, a silver ADDY award and several 2009 American Graphic Design Awards Certificates of Excellence.