Microsoft - Brand Reaction

Details:

Branded Reactions was developed for Microsoft Teams to explore how brands could have a more personalized presence inside the platform. My role combined art direction and generative AI to create custom emojis, backgrounds, and join screens tailored to different brand identities.

Challenge

Each brand needed to feel distinct while still existing naturally within the Microsoft Teams ecosystem. The challenge was translating different visual identities into a consistent set of digital assets without losing what made each brand recognizable.

Solution

Using art direction and generative AI workflows, I explored visual directions for each brand and translated them across emojis, backgrounds, and join screens. The process combined AI-driven exploration with deliberate art direction and refinement to create cohesive branded experiences across Teams.