When Microsoft approached us about collaborating on an initiative to empower young women , we set our sights big. With Microsoft Surface as our partner, we launched the very first Ideas Workshop, a day of talks and creative mentorship designed to help local entrepreneurs turn their business dreams into a reality. We positioned the workshop as a full-on brand initiative that could travel the world, with our pilot program beginning in Brooklyn.
Hosted by Kai Avent-deLeon, founder and retail owner of Sincerely, Tommy in Brooklyn’s vibrant Bed-Stuy neighborhood, the event featured 1-on-1 workshops with creative and strategic experts to concept, brand, and elevate their business ideas. Town hall-style talks and a networking reception catered by a Brooklyn-based, female-owned catering company, helped bookend the day with inspiration.
To complement the activation, we designed a graphic language for the Ideas Workshop inspired by the culturally-vibrant local neighborhood and the colors of the Microsoft Surface product. We brought that identity to imaginative life on digital, social, and in the real world with a limited run of co-branded items.