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Overview
Microsoft needed a scalable social content system that could support ongoing product storytelling across Surface, Xbox, Windows, Store, and other consumer touchpoints. The challenge was to create visually cohesive, platform-native content that could flex across campaigns, real-time moments, and product launches while maintaining a high bar for craft and clarity.
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Approach
I led art direction and creative development across a wide range of social initiatives, including product-led stories, lifestyle moments, motion assets, and editorial design. Working with writers, strategists, and producers, I developed visual systems and templates that unified color, composition, pacing, and layout across teams. Each asset was designed to feel modern, intentional, and tailored to the platform, whether static, motion, or mixed media.
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Outcome
The work strengthened Microsoft’s visual consistency across social channels and improved the brand’s ability to scale content quickly without sacrificing craft. Engagement increased, turnaround time improved, and teams were able to produce more cohesive storytelling across multiple product lines and seasonal moments.
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