Experiential identity design for a global tech brand.

  • Branding
  • Packaging
  • Sydney, Australia

Founded in 2012, Surface was the first major initiative by Microsoft to integrate its Windows operating system with its own hardware, and is the first PC designed and distributed solely by Microsoft. Since then, Surface has become an innovative and disruptive leader in its category – consistently evolving whilst maintaining integral brand values around diversity and inclusivity, designing devices designed intentionally to empower productivity and creativity.

Surface’s influencer program is home to some of Australia’s most noteworthy entrepreneurs, creative professionals and content creators – year on year providing unique, invite-only experiences that bring this group of high-achievers together to be the first to hear about the latest and greatest from Surface. With COVID disrupting in-person events worldwide, we were engaged by Surface’s partner agency Bastion Effect to help craft the look and feel for two online events – Surface Supper Club and Study on Surface.

With over 10 million impressions generated via influencer posts, the event made waves on social media – driving positive brand sentiment and recognition amongst key target audiences.

Study on Surface was an experience designed to introduce Surface’s latest must-have Study device – Surface Laptop Go – with high impact. With an online experience targeted directly at Gen Z student influencers, we paid homage to the old school 90’s Microsoft identity with a holographic, Tik-Tok worthy twist alongside chunky typography inspired by iconic 90’s brand Skechers. The delivery box was designed as a set of drawers built to be reused and sit proudly on desks post-event complete with personalised inner doors and custom stickers applied to each box – the intent was for no box to look exactly the same, reflecting Gen Z’s love to express their individuality.

The result was a brand experience that further aligned the product to an aspirational lifestyle in a resonant and highly shareable way. Consequently, Surface onboarded new influencers to their program as well as incentivised their existing pool to post, successfully ensuring that COVID restrictions did not impact the usual high-end events the brand delivers year on year.

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