Summary

For Microsoft, we created Skype's campaign ecosystem and brand guide–contributing insights, standards, and best practices for designers, writers, and production teams.

The guide covers the basics of how to use, update, and manage Skype's digital campaigns, offering guidance on design and writing specifics.

We illustrated how multiple features could work for real people in day-to-day situations through snippets of everyday experiences.

With a clear, actionable strategy, we transformed a complex implementation into a streamlined and effective system, ensuring every detail worked cohesively to distinctively communicate Skype’s story and connect with users in meaningful ways.