Concept Note

Drawing inspiration from the evolution of the Middle East and hoping to emulate the transformation of the region from an arid desert into a beautiful oasis led to the beginning of Microsoft Gulf 2 Greatness back in 2011.

The mission was simple; enable people and businesses throughout the Gulf to realize their full potential. The initiative implemented 4 pillars that focus on Microsoft’s end-to-end business success.

The pillars include:- People - Partners - Business Excellence- Impact

Over the next 4 years Microsoft Gulf aims to transform itself in lines with the global transition by imbibing a spirit of creativity and crafting offbeat solutions to overcome tomorrow’s challenges.

Theme 1 - G2G 2015-2018

Master StrokesEach year will be defined through an all-encompassing word which defines a key stage or period of the metamorphosis cycle.

2015 - To see a change, we must be the change 2016 - To bring about change, we need to innovate2017 - Our innovation must inspire new thinking

2018 - True inspiration will empower the future generation

The embodiment of this mantra as a tangible expression will be achieved through a modern interpretation of the ancient art of Arabic ‘Calligraphy’. Derived from the Greek words meaning ‘Beauty’ and ‘Writing’, calligraphy has the allure to evoke a positive disposition towards the objectives and direction set forth for the G2G.

In the Middle East, calligraphy has been used to a much greater extent and in astonishingly varied and imaginative ways, which have taken the written word far beyond pen and paper into all art forms and materials.

Each word will be Arabized and will be presented as a distinctive artwork that embodies the spirit of transformation through its asymmetric fluid strokes.

Theme 2 - G2G 2015-2018

Alter ParadigmThe Microsoft story has always been one of new paradigms. The next wave of transformation that the company is witnessing has the makings of an alter paradigm – for the future begins here and now.

Microsoft is the company that has given the world many a new paradigm which are now a way of life. Therefore, for Microsoft to inspire and pioneer a new wave of transformation both within and outside, it has to alter the paradigm plane and chart a whole new course that will define the scope and sphere of paradigms as we know it. This is the Alter Paradigm that Microsoft will imbibe.

A series of intriguing geometric illustrations will set the tone and provide the stimulus to put forth new ideas and communicate the exciting new developments and changes happening within Microsoft.

2015 - Penrose triangle: Believe 2016 - Impossible Cube: Resolve2017 - Escher Stairs: Achieve2018 - Mobius Circle: Enable

Theme 3 - G2G 2015-2018

Turning the TideWhen the first wheel was invented in 4000 BC, it changed humankind forever. Its circular shape is regarded as the most formative technological advancement for our ancestors. The invention of the wheel instigated a dynamic shift in how we live our daily lives. The circular shape was interpreted in infinite ways and manifested itself in a diversity of applications and objects.

What caused a similar change in modern lives? User-friendly software, accessible hardware, motion-sensing gaming devices and online chats…

The story of the wheel will be leveraged as a visual metaphor to present Microsoft’s as the technologically reinvented ‘wheel’ of the 20th Century. Corresponding attributes will provide the practical connect to this theme.

2015 – Ancient wheel: Imagine. Invent. Transform.

2016 – The sundial: Pioneer. Perfect. Predict.

2017 – The ship’s wheel: Plan. Explore. Discover.

2018 – Modern Gear: Kinetic. Catalyst. Precise.