Wait for it

Surface in retail


Microsoft’s worldwide retail team approached Indigo Slate for help with brand messaging and creating retail-focused marketing materials for Surface’s recent retail launch of their new line of devices. They wanted to differentiate Surface from other PC devices and tell a premium brand story.

Through our initial brand exploration and concepts, we laid the groundwork for the Surface’s brand team. Every Surface feature is there for one reason; for you to create in more diverse ways. Our concepts revolved around building a system that highlighted these features through lighting, positioning, and framing that romanced the value of each product.

We then created marketing materials to talk about the benefits and features of Surface Pro 4, Surface Book, and Surface Studio that Microsoft could hand to retailers. This ranged from web pages, social campaigns, email templates, retail training materials, to instore assets.

Our work can currently be seen at retailers around the world.

Design thinking applied: branding, digital, print


creative direction

Michael Bartley

art direction

Jeremy Bonner


Anna Zaremba, Sarah Xanthakis, Emmett Bernsohn & Aubrey Lange


Adam Finley


Matt Michaels & Trevor Robinson