Interpreting a personality in a 3-dimensional space. This was the challenge when we were charged with branding the new Microsoft Candidate Lobby in partnership with ZGF Architects. The objective was to create a memorable space that clearly communicates the Microsoft recruitment brand goals, while affirming that it is a dynamic and smart place to work. Our team strategically centered first on defining the Microsoft Recruitment core values, and then on how they are manifested into a physical space. The focus was to provide candidates visiting the campus with a portrait of what Microsoft has to offer and the smart, innovative people who work for the cutting-edge technology company. Candidates are also invited to share their own stories and concurrently learn about Microsoft employee stories in an interactive environment. Upon entering, visitors experience how a 3-dimensional space becomes alive and the walls become portraits of possibilities, all through three areas of engagement: My Story, Your Story and Our Story. The reaction at Microsoft has been overwhelming; it’s like nothing they’ve ever had before.
“Our Story” is comprised of the Imagine wall, the last in an interactive analog art display. The wall holds a series of plex panels that show photos and quotes from current employees spelling the word Imagine. Candidates are invited to fill out a card asking them to say in a few words how they imagine their role at Microsoft, and then apply it to the display.
The “Your Story” Focal wall is an interactive dimensional art wall connected to two touch screens that prompt the applicant to share some of their interests, goals and reasons for applying at Microsoft. All these create an electronic profile, which is digitized and displayed as a stylized representation on a series of five screens that are connected to create a personalized mosaic. These images rotate throughout the day making the candidate the hero for the day.