Transforming Microsoft Azure’s new brand for it’s global web presence.
The ask:
We were asked to adapt Azure’s new visual identity to Microsoft’s digital web design system, emphasizing the “Building in Public” design principles—immersion, authenticity, and forward thinking.Role:
Senior Visual DesignerTimeline:
3 monthsTools:
Figma, AEM, Gradial
The Challenge
Build a cohesive, extensive library of UI components, content blades, and rule sets with clear guidelines.
Scale the Azure brand to achieve a consistent, universal look and feel that remains true to the brand’s original identity.
Replace existing live pages in a streamlined, efficient manner while minimizing disruption.
Develop strategic design systems that can be easily ingested by the AI tool Gradial to speed up production and reliably meet deadline goals.
Objectives
Create a single source of truth: stylized image borders, background elements, incorporating key brand art, hero styles, and more.
Preserve brand equity: ensure updates honor Azure’s visual language, tone, and accessibility standards.
Minimize live-site risk: phased rollout, feature flags, and rollback procedures.
Enable AI-driven execution: deliver formats Gradial requires for automated asset generation and page assembly.
Discovery
Project kickoff:
We began by connecting with primary brand team for tone, guidance, illustrative elements, and brainstorm ideas to kickoff how these principles will translate through Microsofts global system.
Key takeaways:
Establish tiers of each page and how a system can be applied to each tier (ie solutions, product descriptions, and campaign home pages)
Create design rules for each
