Moving Brands is an independent global design studio creating the brands, products and experiences of tomorrow. Partnering with ambitious leaders and organisations, we deliver the world’s most impactful design.
The Microsoft advertising logo in black on a background pattern of organic shapes in pastel tones.

Microsoft Advertising

Defining a new future for a digital advertising giant

Microsoft Advertising asked Moving Brands to help them tell a powerful new story that would create a sensation in the industry, change perceptions and attract new customers.

We partnered to create a distinctive and compelling new brand, including strategy, visual identity, messaging, tone-of-voice guidelines and a campaign—all centered around their brand essence of Transformation.

  • Brand Strategy
  • Brand Identity System
  • TOV & Messaging
  • Campaign Strategy
  • Campaign Design
  • Brand Assets & Guidelines
  • Campaign Content Creation
The word

Bringing Transformation to life

We developed an ownable visual system—creating a sub-brand rooted in the Microsoft parent brand while showcasing the individuality of Microsoft Advertising.

We anchored the visual identity to a three-piece graphic shape made of expanding sequential forms that reflected transformation—the amplification of advertising, growth and endless possibilities. While keeping the four-color Microsoft logo and typeface, we designed a non-centralized color system based on the Microsoft palette, enhanced with textures and unconventional hues.

Three different stages of the Microsoft Advertising logo showing that it was inspired by transformation, the letter A for Advertising and amplification.
A grid of four visuals showing different brand patterns. The visual on the top right shows an image of children playing masked into the brand pattern.
A grid of the Microsoft Advertising logo on different backgrounds. The logo on the left is overlaying a brand pattern, the logos on the right are overlaying photography and a black background.
The brand colour palette on a dark grey background.
A grid of brand patterns of organic shapes in pastel colours.
A large advertisement above escalators featuring a woman jumping in nature, masked into the Microsoft Advertising logo with the title “Imagine new possibilities”.
A minimalistic website mockup on a beige background of the Microsoft Advertising homepage featuring a large headline and a woman smiling masked into the brand pattern.
A street with three graphic Microsoft Advertising screens on the wall. The middle screen features a woman working masked in the brand pattern and the title “A better way to advertise is here”
A grid of five Microsoft Advertising brand applications ranging from a large presentation screen, a water bottle and tote bag, an online ad and presentation design.
An overview of the Microsoft Advertising brand storybook deck

Creating a buzz

To support the brand launch at Cannes, we produced a film and ads for The New York Times, Wall Street Journal, and Financial Times. In two weeks, the campaign saw over 6 million impressions in the US and UK.

A grid of three Microsoft Advertising brand applications showing an out of home ad on the left at the Cannes Lions event and a newspaper and website ad on the right.
‘From the beginning to the end, Moving Brands demonstrated excellence in their work. They not only delivered on time, but the way they worked with us was outstanding throughout the process. Moving Brands' expertise, creativity, and dedication were instrumental in helping us successfully meet our objectives.’
Richard Oliver
Senior Brand Strategy Lead, Microsoft Advertising
‘Moving Brands was the partner every Creative Director wants but rarely gets. You can be world class creatives but if you don’t listen to and truly understand your clients you waste valuable time and money. And we had neither to spare! The timeline was tight and the needs complex. This was a true collaboration in every sense of the word. I loved the fresh perspective and creativity the team brought to the project. They worked well under pressure, took feedback graciously and executed beautifully.’
Alison Farmer
Head of Brand Studio/Creative Director, Microsoft Advertising

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