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In 2004, Microsoft decided the program was ready for an update. Initially distanced from the Microsoft brand to help maintain objectivity and independence, the time had come to more closely align the program with the new Microsoft corporate brand personality “Realizing Potential,” and its expressively human design language. Having worked with Microsoft on many corporate brand initiatives, it was easy for SALT to help redefine and update the program brand. |
| Launched in 2000, the original Microsoft Executive Circle program brand distanced itself from the Microsoft brand. SALT created all the original communications, brand toolkit, and acted as brand manager for this “independent” program. |
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