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Outside the box: How Microsoft’s packaging design team is shaping a culture that delivers better consumer experiences
Journal of Brand Strategy,
7
(4),
302-309
(2019)
Abstract
Design teams can be powerful catalysts for organisational change, ultimately paving the way for improved, more integrated consumer experiences and heightened brand value. Microsoft’s Packaging Design Team has been on a journey, reshaping its role and redefining their function’s culture of creativity as well as the broader culture around them. Change rarely happens by accident, however, and to forge successful and lasting change requires a strong vision and founding principles. In this paper, the author shares his team’s founding principles of action that they leverage to facilitate new thinking around packaging design, create deeper partnerships and open up pathways of discovery that deliver more premium and meaningful brand moments.
Keywords: packaging design; principles of action; change management; design organisation; structural packaging design; change agent; culture of change; change impact; influence; growth; principles of change
The full article is available to subscribers to the journal.
Author's Biography
Kevin Marshall is Microsoft’s Creative Director of Global Packaging and Content, leading a world-class team of designers. He is responsible for the vision and creative strategy of Microsoft’s packaging for its worldwide line of products, including Surface, XBOX, Hololens and PC Hardware. He believes that today’s consumers expect intuitive, connected product journeys, and well-crafted packaging is one of a brand’s most vital assets in creating meaningful and lasting consumer relationships. Before joining Microsoft he was Creative Director of Marc Rosen Associates, a New York-based, award-winning design firm specialising in luxury, beauty and consumer-packaged goods. Prior to that, he was Global Packaging Design Director for Avon Products, Inc., responsible for packaging across global brands. With over 25 years of packaging design experience, Kevin’s passion is for leading talented teams that leverage the power of inspired design while launching memorable experiences that delight consumers and build brand equity.
