Microsoft Accelerate

In the quest to create a resonant brand identity for Microsoft Accelerate that would strike a chord on both a national level and within 15 distinct city communities, a two-fold approach was meticulously employed. The first phase was about delving into the heart of our target audience's needs and aspirations, while the second phase focused on crafting a brand persona that reflected these insights.

ROLE:

Art Director

Microsoft Accelerate is not a one-size-fits-all program; it targets a diverse range of users from students and service industry workers to business owners and established professionals. The challenge we faced was crafting a narrative through intentional, impactful copy paired with compelling design that resonates with a common need across disparate communities. Every user, despite the differences in demographic, skill level, or career path, is united by a desire to progress; whether that's venturing into a new career, advancing in their current role, or searching for new opportunities in their field.

The Challenge

The holistic approach taken to address the challenge at hand was multi-fold, ensuring not just a surface-level engagement, but a deep-rooted impact that reverberated through the communities Microsoft Accelerate aimed to serve.

The Solution

Creating a brand identity that resonated on a national level while having a unique appeal in 15 different city communities was crucial. This was achieved through a collaborative effort that melded insights from in-depth customer research with a nuanced understanding of local landscapes. The result was a brand persona that people across the board could relate to, ensuring Microsoft Accelerate was perceived as a reliable, accessible, and impactful initiative.

Tailored Brand Identity

The development of city-specific micro-sites was a pivotal step towards creating localized hubs of information, learning, and opportunity. Each micro-site was meticulously designed to reflect the unique ethos of the community it represented. Key features like job search functionality, tailored courses for career advancement, and additional localized resources turned these micro-sites into potent tools for empowerment, directly addressing the diverse needs of the individuals in each city.

Community-Centric Micro-sites

A well-rounded go-to-market strategy was the linchpin that tied the efforts together, ensuring the message of Microsoft Accelerate reached every nook and cranny of the target communities. A blend of digital advertising, social media engagement, email marketing, and physical outreach ensured a widespread awareness and engagement with the program. This integrated approach not only created a buzz around Microsoft Accelerate but also fostered a nurturing environment where individuals could interact, learn, and grow.

Integrated Go-To-Market Strategy

All Projects