Microsoft AI Brand Identity

As the creative director for Microsoft AI (MAI), I partnered with Column to reject typical tech tropes and build a brand system rooted in radical humanism. Centered on the concept of Emergence, the identity pairs an approachable serif and organic palette with a flexible framework that lets raw storytelling take center stage, positioning MAI as a brand where technology exists entirely to help humanity flourish.

Date
Spring 2025
Agency
Microsoft in-house
Role
Creative Director + Design
Partnership
Column

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The Microsoft AI wordmark contracting to the MAI monogram and back
Microsoft AI style guide spreads
MAI Townhall title card with the scribble motif drawing itself in
Embroidered Approachable Intelligence cap
MAI street poster series
LinkedIn and Instagram brand applications
Model orchestration diagram
Illustrated bear artwork
“Non-negotiable” and “Humanity” cycling through the MAI display type