The Economist x Microsoft
Background: Microsoft wanted to change the perception of its Cloud business as old legacy IT to be modern and influential, the choice of decision makers. It sought the help of The Economist Group for its content expertise and The Economist’s readership.
Objective: Design a mini website to make the branding of Microsoft’s Cloud business more modern and appealing to decision makers
My Role: Lead Visual Designer
Tools: Sketch, Photoshop
Impact: At the Custom Content Council Pearl Awards in 2015, this won Gold for the best overall content marketing solution and Bronze for best website.
The Design
Working from a creative brief, conversations with stakeholders at The Economist, and wireframes from an information architect, I designed this minisite that features content from the publication. I also provided creative direction to the video and advertising teams so that the branding would be consistent throughout. I chose black for a more sophisticated feel with the glows as abstractions of clouds. I designed the site in a very modular way that worked for medium and small screens as well.
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