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Project: Strategy&Branding    |    Client: Microsoft (Bonds)

Microsoft Research and Development Israel has established various professional technological communities and asked us to create a branding strategy and strong visual language that would

produce differentiation between every community and attract its relevant audience.

In recent years, technological communities in high-tech companies have become a key asset in strengthening their brand, bringing together both professional communities, and recruiting talents.



We understand that every technological community is a whole world, and each community has characteristics which are very different to the others, so we decided to create a brand that doesn't have a single design language.

What is common to all communities is that everyone is different... 


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Only this time, we chose to take the technology out of the branding - because it already exists there. No one has to tell anyone it's technological.

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It was more important for us to communicate to the people behind the community, to their thoughts, to their passions, their private jokes, and to create a world that is invisible.

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