Windows Phone I Re-imagine the phone category

In a massively competitive category an arms race for apps and phone performance was brewing. Microsoft needed functional branding that addressed low awareness and brought clarity to their offer. 

It was discovered across the phone category that technology gets in the way of living. People want to make the most of every instant.

The brand was re-positioned to use mobile as a tool for living offline. Bring humanity and empathy to mobile! 

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