Microsoft Corp. is an American multinational technology corporation that produces computer software, consumer electronics, personal computers, and related services. The Microsoft ACE team sits worldwide and is managed from the Microsoft headquarters in Washington, US.
Customer support inside the clouds of Microsoft is handled through several support verticals and departments. As the company grew, customer support has become a major strategic asset to ensure client growth, loyalty, and long-term relationships. Specifically for the high-revenue clients of the firm. The challenge presented was to move the identity of the leading support expertise center towards a future-orientated, focused, and collaborative unit, that sits at the center of managing and representing the Microsoft brand.
Next-generation customers demand next-generation solutions. As customers change, so does support for industrial software solutions. New value chains demand technology that grows at the pace of the customers, adapts to scale, and supports the business on all levels.
A step in understanding the identity of such a vertical is to portray the idea of support being a thing of the past, all the while experiences are the driving force of any brand touchpoint. A support team that is positioned at the very top of the most complex tasks needs to be aware of their brand experience leadership function. Across this support structure, the Microsoft Experience is now defined, and functions as a guiding principle for the ACE teams, who will safeguard and develop that experience to perfection.
The awareness of owning a critical part of the Microsoft brand experience needed an enabler, a visual identifier that could motivate, differentiate, yet also establish a feeling of togetherness and focus.
Our design team worked closely with the ACE team to find a core concept to create this internal identity. The Guardians of Experience identity was born out of the extreme diversity of this global team of experts, coming together to beat bad customer experiences from within. Heard the concept before? Yes, Marvels Guardians of the Galaxy was our inspiration, and figured as a fun guide to a serious transformation.
