To clearly identify a new challenger browser within the Windows suite, yet aligned to the broader Microsoft brand architecture. This restricted colour palette, or any graphic elements, that could be deployed in differentiating the brand.
A structured, simple design style. A carefully-focused photography style. Plus, a clearly-defined brand voice.
Subtle differentiation and engaging humour. Distinctive browser features and attributes are identified by their icons. A defined brand , through a distinct tone of voice, but still within the Windows world. The products defining features are highlighted in the messaging and further amplified with wit.