Microsoft 10 Years and counting

Microsoft’s portfolio spans everyday products, frontier R&D, and the data backbone that connects them. When your lines of business are as varied as Microsoft, and when your brand is as sophisticated, how do you maintain brand integrity across all your moving parts?

We acted as an embedded brand partner across groups—from Azure and Security to Teams, Windows, and Cloud Marketing—our role has been to guide brand development, storytelling, messaging, and naming in a way that reinforces and extends the overall Microsoft brand.

Over a decade and hundreds of projects, we created the naming process, guidelines, taxonomy, governance, and tools to help disparate teams at Microsoft get to better, more customer-centric naming. For a decade, we developed and guided up to 1,200+ names annually and helped drive successful launches from Azure to Copilot, ultimately helping them articulate their vision for AI. Hundreds of launches, one unmistakable Microsoft

Northbound drove continued love for the Microsoft brand across business units and products. The goal? Increase brand love and underscore brand trust for Microsoft, no matter the portfolio, strategy, or go-to-market.