“A playground of ideas.”
Everyone knows Microsoft and its role in tech wizardry, but did you know about Microsoft’s soft side as a startup success enabler? A corporate giant with a will to give back to the community and engage locally?
This is the story of Microsoft Flux – a Finnish startup community with an objective to help startups succeed and make Microsoft an inspiration to young entrepreneurs. Flux just needed an engaging way to communicate these goals across its brand identity and spatial design.
After some deep research of the human psyche and the roots of creativity, we decided to open the doors of Flux for innocent, child-like play and spontaneous joy. Together with the evangelists of Microsoft, we first created the tone of voice concept of “a playground of ideas.”
With straightforward yet playful copywriting, we created brand storytelling that emphasizes Flux’s leverage as a culture of innovation rather than just a co-working space.
In spatial branding, we turned the environment into a place that fuels imagination by delivering an unrestricted flow of inspiration through eye-catching optical illusions and visual puns.
In look & feel, we sprinkled an element of fun into all brand assets and marketing materials from the logo to website design and brand photography.
The idea of spontaneous play also transcended from the high-level brand message and manifestations to a detailed communication strategy and social media content.
After an extension of 2 years, the Flux space has closed its doors – but the impact on the startup ecosystem of Finland won’t be soon forgotten. Flux Forever!