Office 365 aligns existing products such as Office, Lync, SharePoint, and Exchange but each product had its own story. With a unique messaging tracking sytem so that product stories are told within the overarching storyline, no message slipped through the cracks or overshadowed other messages. Each element stayed true to the common messaging pillars and reflected a consistent style and brand.
Because the product was not yet launched, gathering customer evidence was not possible. Product features had to be shown in an business environment that did not yet exist. An actual operating environment was created and populated with a fictitious business. Business problems were posed and then solved though demonstrated scenarios which became the raw material for the website content including copy, demos, and video series. Watch a video.