1. Shift campaign Usage guidelines
Microsoft 365 Studio
October 2018

2. Contents
03 Campaign information
05 Language assets
10 Visual assets
19 Digital marketing assets
29 template
30 PowerPoint slides

3. Overview
The Shift campaign is designed to create top-down/bottom-up awareness, urgency, and intent among ITDMs, IT Pros, and BDMs to update their software and hardware together and to move from on-premises solutions to a cloud experience that's kept current. They can do this simply by shifting to a modern desktop—deploying Windows 10 and Office 365 ProPlus kept up to date.
To make that happen, we need to shift perceptions among our audience that shifting to a modern desktop is a benefit, so the campaign focuses on what they gain by upgrading technology. The messaging will gradually increase in urgency as we approach end of support (EOS) for Windows 7 and Office 2010.

4. Campaign disclaimer (rules of the road)
To ensure campaign consistency across multiple audiences, geographies, and channels, all campaign creative will be managed by the Microsoft 365 Studio.
This document contains the specific verbiage and visuals that are approved for use by teams outside of the Microsoft 365 Studio. Any usage of “Shift” messaging or visuals not explicitly outlined in this document needs to be approved by the Microsoft 365 Studio.

5. Language assets

6. Enterprise messaging
If you use the word “Shift,” use it only as shown below.
Campaign line
Usage
Shift to a modern desktop with Microsoft 365
Should be used wherever possible (websites, blog posts, etc.)
Make the shift to a modern desktop
Should be used when the preferred message is too long and/or body copy is present (posters, banner ads, etc.)
Make the shift
Should be used only when space is extremely limited or other supporting messaging is in close proximity (swag, event banners, etc.)
Call to action
Learn more at microsoft365.com/shift

7. SMB messaging If you use the word “Shift,” use it only as shown below.
Campaign line
Usage
Shift to a modern desktop with Microsoft 365
Should be used in any instance when Microsoft 365 can be offered
Shift to a modern desktop with Windows 10 and Office 365
Should be used in any instance when Microsoft 365 cannot be offered
Make the shift to a modern desktop
Should be used when the preferred message is too long and/or body copy is present (posters, banner ads, etc.)
Make the shift
Should be used only when space is extremely limited or other supporting messaging is in close proximity (swag, event banners, etc.)
Call to action
Learn more at microsoft365.com/shift

8. Wording Do Don’t “a modern desktop” “the modern desktop”
“a modern desktop with Microsoft 365”
“Microsoft 365 modern desktop”
“modern desktop”*
“Modern Desktop”**
EOS - end of service for Windows 7 and Office 2010
EOL – end of life
*If phrase begins a sentence or is used in a title, then “Modern” is capitalized.
**Reminder: Microsoft style is sentence capitalization, not title capitalization. But if the content style has been determined to be title capitalization, then modern desktop must match.

9. Modern desktop definition
A modern desktop is Windows 10 and Office 365 ProPlus kept up to date, giving you the most productive and secure computing experience, with the lowest total cost of ownership.
Pillars
Most productive
Empower your people to collaborate in real time and leverage the intelligence of the cloud with the latest from Office 365 and Windows 10.
Most secure
Ensure your users are protected with security capabilities that respond to the latest threats.
Lowest TCO
Simplify the process of keeping devices up to date while saving time, reducing costs, and gaining control.

10. Visual assets

11. Campaign graphic
This graphic represents the Shift campaign. It communicates simplicity and an upward and forward trajectory. In groups, it represents collective evolution, order, and direction. Download the high-resolution version here.
Blue graphic
White graphic

12. Usage of the graphic
Place the graphic on the right upper side of the document
Use generous margins
Try to keep ‘modern desktop’ in the same line
Keep the graphic in proximity with the tagline
Avoid placing the graphic too close to the Microsoft 365 logo
Design based on a grid
View the Microsoft Grid Guidelines

13. Things to avoid Make the shift
Don't place the graphic too close to the Microsoft 365 logo.
Don't use a logo configuration for the graphic and the messaging in any way.
Don’t use the graphic by itself. It will always need the Shift messaging.
Don't change the color of the graphic.
Make the shift
Make the shift
Don't place the graphic on top of an image.
Don't use the graphic close to a line of copy.
Don't use imagery inside of the graphic.
Don't use transparency in the graphic.

14. Color
This campaign relies on color for recognition. Only use these color combinations in the campaign.
Background color
Microsoft blue
White
Light gray
R0 G120 B212 Hex #0078D4 C100 M30 Y0 K0 Pantone 3005
R255 G255 B255 Hex #FFFFFF C0 M0 Y0 K0
R234 G234 B234 Hex #EAEAEA C6 M4 Y3 K0
Type color
White on blue
Black on white
Black on light gray

15. Typography Shift to a modern desktop with Microsoft 365 26 16
Setting type properly makes the design strong and the message clear. Avoid using more than three sizes. Whenever possible, use Segoe Semibold for headlines and Segoe Regular for body copy.
Example of good type setting
Shift to a modern desktop
with Microsoft 365 H1 26
A modern desktop is Windows 10 and Office 365 ProPlus kept up to date, giving you the most productive and secure computing experience, with the lowest total cost of ownership. 16 B1

16. Device photography Files can be downloaded here. Dell HP Lenovo
Surface

17. Device-only photography
Files can be downloaded here.
Surface HP
Lenovo
Dell

18. Screens
Files can be downloaded here.
Desktop/laptop
Surface

19. Digital marketing assets
The next several slides show the building blocks to create digital marketing assets.

20. Shift to a modern desktop with Microsoft 365
Paid social media, copy by pillar
Security
Post copy: Shift to the most secure, most productive experience. Shift to a modern desktop with Microsoft 365.
Headline: Protect what you've built
Link description: Discover how to work more securely.
CTA: Learn more
Lowest cost
Post copy: Shift to a modern desktop and simplify the process of keeping devices up to date. Save time, reduce costs, and gain control.
Headline: Lower your costs
Link description: Shift to a modern desktop with Microsoft 365.
CTA: Learn more
Productivity
Post copy: Boost your productivity with Microsoft 365. You get the richest app experiences, enhanced by the cloud.
Headline: Get even more done
Link description: Shift to a modern desktop with Microsoft 365.
CTA: Learn more

21. Shift to a modern desktop with Microsoft 365
Organic social media, copy by pillar
Security
Facebook post copy: Shift to the most secure, most productive experience. Shift to a modern desktop with Microsoft 365.
LinkedIn post copy: Shift to the most secure, most productive experience. Shift to a modern desktop with Microsoft 365.
Twitter post copy: Shift to the most secure, most productive experience. Shift to a modern desktop
Lowest Price
Facebook post copy: Shift to a modern desktop and simplify the process of keeping devices up to date. Save time, reduce costs, and gain control.
LinkedIn post copy: Shift to a modern desktop and simplify the process of keeping devices up to date. Save time, reduce costs, and gain control with Microsoft 365.
Twitter post copy: Shift to a modern desktop and simplify the process of keeping devices up to date. Save time, reduce costs, and gain control with @Microsoft365.
Productivity
Facebook post copy: Boost your productivity with Microsoft 365. You get the richest app experiences, enhanced by the cloud.
LinkedIn post copy: Boost your productivity with Microsoft 365. You get the richest app experiences, enhanced by the cloud.
Twitter post copy: Boost your productivity You get the richest app experiences, enhanced by the cloud.

22. Shift to a modern desktop with Microsoft 365
Paid display copy
Static banner copy
Headline: Shift to a modern desktop with Microsoft 365
CTA: Buy now ->
Animated banner copy
Frame 1: Shift to the most secure
Frame 2: most productive experience.
Frame 3: Shift to a modern desktop with Microsoft 365
CTA: Learn more ->
Banner ad
Display ad

23. Shift to a modern desktop with Windows 10 and Office 365
Paid social media, copy by pillar
Security
Post copy: Shift to the most secure, most productive experience. Shift to a modern desktop with Windows 10 and Office 365.
Headline: Protect what you've built
Link description: Discover how to work more securely.
CTA: Buy now
Lowest cost
Post copy: Shift to a modern desktop and simplify the process of keeping devices up to date. Save time, reduce costs, and gain control.
Headline: Lower your costs
Link description: Shift to a modern desktop with Windows 10 and Office 365.
CTA: Buy now
Productivity
Post copy: Boost your productivity with Windows 10 and Office 365. You get the richest app experiences, enhanced by the cloud.
Headline: Get even more done
Link description: Shift to a modern desktop with Windows 10 and Office 365.
CTA: Buy now

24. Shift to a modern desktop with Windows 10 and Office 365
Organic social media, copy by pillar
Security
Facebook post copy: Shift to the most secure, most productive experience. Shift to a modern desktop with Windows 10 and Office 365.
LinkedIn post copy: Shift to the most secure, most productive experience. Shift to a modern desktop with Windows 10  and Office 365.
Twitter post copy: Shift to the most secure, most productive experience. Shift to a modern desktop with #Windows10
Lowest Price
Facebook post copy: Shift to a modern desktop and simplify the process of keeping devices up to date. Save time, reduce costs, and gain control.
LinkedIn post copy: Shift to a modern desktop with Windows 10 and Office 365, and simplify the process of keeping devices up to date. Save time, reduce costs, and gain control.
Twitter post copy: Shift to a modern desktop with #Windows10 and @Office365, and simplify the process of keeping devices up to date. Save time, reduce costs, and gain control.
Productivity
Facebook post copy: Boost your productivity with Windows 10 and Office 365. You get the richest app experiences, enhanced by the cloud.
LinkedIn post copy: Boost your productivity with Windows 10 and Office 365. You get the richest app experiences, enhanced by the cloud.
Twitter post copy: Boost your productivity with #Windows10 and @Office365. You get the richest app experiences, enhanced by the cloud.

25. Shift to a modern desktop with Windows 10 and Office 365
Paid display copy
Static banner copy
Headline: Shift to a modern desktop with Windows 10 and Office 365
CTA: Buy now ->
Animated banner copy
Frame 1: Shift to the most secure
Frame 2: most productive experience.
Frame 3: Shift to a modern desktop with Windows 10 and Office 365
Banner ad
Display ad

26. Shift to a modern desktop with Windows 10, Intel® vPro™ platform, and Office 365
Paid social media, copy by pillar
Security
Post copy: Be more productive.  Shift to a modern desktop with Windows 10, Intel® vPro™ platform,  and Office 365.
Headline: Get more done faster, from anywhere
Link description: Discover how much more you can achieve.
CTA: Buy now
Lowest cost
Post copy: Save time, reduce costs, and gain control with Windows 10, Intel® vPro™ platform, and Office 365. 
Headline: Lower your costs
Link description: Shift to a modern desktop.
CTA: Buy now
Productivity
Post copy: Boost your productivity with Windows10, Intel® vPro™ platform, and Office 365. 
Headline: Get even more done
Link description: Shift to a modern desktop. 
CTA: Buy now

27. Shift to a modern desktop with Windows 10, Intel® vPro™ platform, and Office 365
Organic social media, copy by pillar
Security
Facebook post copy: Be more productive. Shift to a modern desktop with Windows 10, Intel® vPro™ platform, and Office 365  
LinkedIn post copy: Shift to the most secure, most productive experience. Shift to a modern desktop with Windows 10, Intel® vPro™ platform, and Office 365. 
Twitter post copy: Shift to the most secure, most productive experience. Shift to a modern desktop with #Windows10, Intel® vPro™ platform,
Lowest Price
Facebook post copy: Save time, reduce costs, and gain control with Windows 10, Intel® vPro™ platform, and Office 365. 
LinkedIn post copy: Save time, reduce costs, and gain control with Windows 10, Intel® vPro™ platform, and Office 365. 
Twitter post copy: Save time, reduce costs, and gain control with #Windows10, Intel® vPro™ platform,
Productivity
Facebook post copy: Boost your productivity with Windows 10, Intel® vPro™ platform, and Office 365.
LinkedIn post copy: Shift to a modern desktop, and boost your productivity with Windows 10, Intel® vPro™ platform, and Office 365.
Twitter post copy: Shift to a modern desktop, and boost your productivity with #Windows10, Intel® vPro™ platform,

28. Shift to a modern desktop with Windows 10, Intel vPro platform, and Office 365
Paid display copy
Static banner copy
Headline: Shift to a modern  desktop with Windows 10, Intel®  vPro™ platform, and Office 365
CTA: Buy now ->
Animated banner copy
Frame 1: Shift to the most secure
Frame 2: most productive experience.
Frame 3: Shift to a modern desktop with Windows 10, Intel®  vPro™ platform, and Office 365
Banner ad
Display ad

29. template
Download here

30. PowerPoint template
Please use one of the following slides as your title slide.

31. Shift to a modern desktop with Microsoft 365
Learn more at microsoft365.com/shift

32. Shift to a modern desktop with Microsoft 365
Learn more at microsoft365.com/shift

34. Resources Microsoft 365 marketing guidelines
Microsoft 365 illustration library
Microsoft 365 illustration guidelines
Microsoft 365 illustration files, blue and gray
Microsoft 365 illustration files, white

35. Questions?
Contact Brand Central