Microsoft: Copilot+PC
Client: Microsoft
Creative Direction: Koto
Animation: Koto & Marta Azaña
3D Renders: Buck
As AI continues to advance, Microsoft has introduced Copilot+PC, a new generation of computers with AI built-in. They asked us to help define its identity, and I contributed as a freelancer alongside the team at Koto.
My main role was helping build a motion design system and brand guidelines. Koto created a flexible framework to ensure consistency across videos, marketing, web, social media, and in-store displays. Using natural light as a visual theme, we aimed to capture a sense of new possibilities, keeping the brand engaging and easy to recognise across different platforms.
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The brand revolves around the idea of “Illumination through AI,” showcasing how artificial intelligence can seamlessly integrate into everyday life. Instead of the traditional dark and mysterious portrayal of AI, Microsoft presents it as a tool that simplifies tasks, sparks creativity, and brings greater clarity to users.
The design system draws inspiration from the gradients in the Copilot logo, using light as a symbol of AI’s transformative role in enhancing daily experiences. The color palette reflects the natural progression of light throughout the day, creating a sense of warmth and familiarity. Additionally, a subtle sheen in the typography adds depth, vibrancy, and a modern touch.
A key aspect of the identity ties back to the Copilot+PC user interface. The glassy, responsive prompt language not only serves as a distinctive design element but also reinforces how AI enhances and elevates user interactions. This illuminated aesthetic contributes to a look that is modern, inviting, and seamlessly woven into everyday digital experiences.