Inspiration

Microsoft wanted enterprise buyers to see AI not just as a concept, but as something actionable. While thought leadership content was everywhere, it often felt abstract and overwhelming. The challenge was to make AI practical, approachable, and visually engaging, showing how it could be applied across infrastructure, data, and apps, while guiding buyers through a clear, cohesive narrative.

Approach

I designed the visual execution for the AI Design Wins program. This campaign unified the Azure Infrastructure, Data and AI, and App Innovation under a single narrative called The Art of Practical AI.

Blueprinting the experience: Mapped the reader’s journey of each ebook and supporting content, guiding enterprise buyers from curiosity to understanding AI in action.
Separating the messaging: Designed three ebooks with distinct colour for each pillar while maintaining a consistent layout, typography, and visual identity to unify the series.
Visual storytelling: Created supporting graphics, infographics, and social visuals to extend the narrative and make complex AI concepts feel approachable (I will only be showcasing the ebooks).

Design Rationale

Each ebook maintains the same structural layout and visual design while using a distinct colour for each pillar. This design decision are supported by the following psychological reasons:

Clarity and differentiation: Buyers can quickly distinguish the three ebooks by pillar or messaging.
Unified identity: Consistent design signals that the three ebooks are part of one program, reinforcing brand cohesion.
Choice without confusion: By assigning a unique colour to each pillar, this will help readers link each messaging to their visual cues. This reduces uncertainty, strengthens memory recall, and allows them to easily select the ebook most relevant to their interest.

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_01.png

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_02.png

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_03.png

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_04.png

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_05.png

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_06.png

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_07.png

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_08.png

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_09.png

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_10.png

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_11.png

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_12.png

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_13.png

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_14.png

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_15.png

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_16.png

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_17.png

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_18.png

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_19.png

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_20.png

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_21.png

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_22.png

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_23.png

FY25 AI Design Wins Campaign_AI for Business Optimization E-book_Final_Page_24.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_01.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_02.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_03.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_04.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_05.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_06.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_07.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_08.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_09.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_10.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_12.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_13.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_14.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_15.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_16.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_17.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_18.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_11.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_19.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_20.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_21.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_22.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_23.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_24.png

2408125_Azure_AI for Innovation and Customer Engagement_eBook_V4_Page_25.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_01.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_02.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_03.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_04.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_05.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_06.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_07.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_08.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_09.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_10.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_11.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_12.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_13.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_14.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_15.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_16.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_17.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_18.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_19.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_20.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_21.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_22.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_23.png

2408125_Azure_AI Strat Insights_eBook_V4_Page_24.png

Impact

The program delivered a repeatable framework to the Microsoft team for scaling AI adoption.

Made complex leadership ideas visually intuitive by colour-coding each pillar.
Unified messaging across three Azure solution areas.
Strengthened top-of-funnel engagement with gated assets, which could be used to measure lead generation.
Created a scalable playbook the Microsoft teams can replicate globally.

Why it Matters

💡

Why it Matters 💡

By reframing the narrative from AI vision to AI execution, these assets helped Microsoft move buyers from curiosity to action, showing not just why AI matters, but how AI creates tangible business outcomes.

Microsoft Azure

AI Design Wins

Shifting AI storytelling from curiosity to action through cohesive, visually-driven ebooks.