Microsoft Family Safety App | Indigo Slate, A Zensar company

work
Family Safety app

Microsoft

Telling a new app’s launch story

We helped Microsoft develop the story, look and feel, and visuals for launching the new Microsoft Family Safety app.

Overview

When Microsoft was ready to launch their brand-new consumer application, Microsoft Family Safety, to global audiences, they looked to Indigo Slate. This app helps partners and children work together to develop healthy digital habits, allowing kids freedom to digitally explore while giving families reassurance that everyone is safe in daily online activities.

Client name

Microsoft

Discipline

brand

Approach

To extend the app’s visual identity from the user interface (UI), we collaborated with Microsoft’s creative, marketing, and product teams. We strategized how to balance the feel of the campaign—it needed to be global, UI-focused, and family-centric, all at the same time. Our story showed that the app was a conversation starter for families, not an overbearing parental tool that leaves children feeling distrusted.

Solution

Our non-verbal campaign followed a family of four who used the app over the years. Each app feature was paired with family conversations showing a healthy parent-child relationship. Leap frogging through time as our character Vanessa grew, our story illustrated the product’s long-term value to families.

Illustration of Vanessa's age progression from age 6 to age 12

The Family Safety app shown in both mobile and desktop versions, both sitting on a pink background along with Post-It notes, scissors, paper cutouts, and other desk items

Results

The campaign resulted in films of different lengths, social media features, and a campaign toolkit for use in advertising, on product webpages, and throughout social media channels.

unique assets created for the Microsoft team to use across channels

American Advertising Awards for motion graphics excellence

Family safety app with blocks bouncing on it

Building a new world

We created over 300 different visual and motion tests to nail down the Family Safety brand for this launch moment. Every material, movement, and lighting story was finessed to be as optimistic and vibrant as the people using this app.