Our initial objective was to elevate the emoji system into the contemporary Microsoft design language, while amplifying the emotions of each emoticon, improve overall inclusivity and create a unified system across the palette. Working with an incredibly open-minded client, we had the chance to create something new, something different, something a little bit out there.

Redesigning a product of this size and magnitude is a challenge in itself. Not only are the emojis used worldwide by millions of people, but they also come with a huge set of rules and a big bag of history to be aware of. One of the creative challenges was to find the right balance between a serious commitment to the communication standards of the emoji unicode, while finding our own unique way of expression and design within it. We wanted to create something unique, something that is full of life and joy, and something that distinctively looks different to the emoji palettes of the competitors.

To make sure our designs will look consistent across the vast library of emojis, each decision that was made in the design development phase had to proof itself within a systematic context. If a new emoji requires a different set of eyes, a new shape of the mouth or a unique form of expression, the element itself had to be designed first individually to compare it with existing shapes, before being applied in the context of the full icon.

Client
Microsoft

Microsoft Team
Nando Costa, Claire Anderson,
Cassie Klingler, Jason Custer,
Judy Safran-Aasen, Sam Cundall

Production Company
Tendril

Creative Director
Alexandre Torres

Director
Matthias Winckelmann, Leo Mateus

Art Director
Rodrigo Rezende

3D Art Direction
Jonathan Lindgren