Rise New York: Microsoft Azure — Invent With Purpose

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We helped Microsoft Azure find its voice, and made sure the world heard it

Azure — Invent With Purpose

In 2021, Microsoft Cloud Services Azure marked its 10th anniversary, a significant milestone in the world of cloud computing. To celebrate this achievement and set the stage for the next chapter of Azure's journey, the design team at Azure decided it was time for a rebranding and a fresh positioning strategy.

An invisible driving force that enables businesses all over the world

The main goal was to nurture the creative side of what's possible with the product. Azure is everywhere and nowhere. It powers innovation. It's an invisible driving force that enables businesses all over the world. How can we turn that into something poetic and beautiful?

Pushing the craft without losing brand feel

Collaborating closely with the Emmy-awarded Director Otto Arsenault, known for his work with iconic figures like Lady Gaga, Björk, Calvin Klein, and Dior, RISE embarked on a journey to redefine Azure's identity.

A 10th-anniversary rebranding campaign, that transformed cloud services into an artful vision of limitless innovation

"It's a visually stunning piece aimed to evoke a sense of wonder and poetry, transcending Azure from being just another tech product to a symbol of innovation and limitless possibilities"

— Otto Arsenault, Principal Design Director @ Microsoft