Background
Building on the iconic Windows 11 Bloom Wallpaper introduced in 2021 by Six N. Five Agency, which symbolized the launch of Windows 11, the new Copilot+ PC wallpaper continues this legacy. It infuses the original bloom with the Copilot color palette, creating a fresh, vibrant design that marks the launch of the Copilot+ PCs category.
Responsibilities
Guided the creative strategy discussions for Windows Bloom with stakeholders, leveraging brand strategy insights to establish creative guardrails around shape, texture, and color, culminating in the final wallpaper design.
Directed the OEM strategy for wallpaper guidelines, ensuring consistency across device partners like Surface, Dell, HP, and Lenovo to create a unified Windows visual identity across the Windows PC ecosystem.
Core skillsets
- Creative strategy
- Brand strategy
- GTM strategy
- Data analysis
Key teams and stakeholders
- Brand
- Integrated marketing
- Product marketing
- Creative agencies
- Industrial design
- GTM
- Research and insights
01
Challenge
Joining the project midway, I found the design team ideating on creative concepts without an established brand strategy foundation. I reassessed the strategy and recommended a new design approach for the Copilot+ PC Wallpaper to better align with the overall Windows 11 PC brand strategy.
02
Insight
The design team initially wanted to introduce a completely new shape for the Copilot+ PC wallpaper. However, we have strong insights indicating that the Windows 11 Bloom wallpaper holds the highest brand awareness for Windows.
03
Target Audience
Consumers who are highly adaptive to new technology and are both current and aspiring fans of the Windows 11 brand.
Exploration process
Final wallpaper
Outcomes
01
Legacy of Windows
By successfully incorporating the full shape of Bloom to represent Copilot+ PCs, I avoided creating a fragmented visual ecosystem and preserved the legacy of Windows 11 Bloom across all PC devices.
02
Connection to Copilot+ PC
By incorporating the vibrant rainbow palette of the Copilot logo, we can distinctly differentiate the Copilot+ PCs from the broader Windows 11 PC category.
