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microsoft: It's in our nature

We helped Microsoft turn its bold 2030 sustainability commitments into an internal movement — empowering employees to understand, embrace, and champion sustainability across the company and beyond.

INFO
INDUSTRY
Technology
Sustainability
AREAS
Brand Campaigns
Integrated Marketing Strategy
Audience Research
Social & Cultural Insights
Visual Brand Design
Narrative & Creative Concepting
Brand Architecture & Identity Design

CHALLENGE

Microsoft’s commitment to becoming carbon negative, water positive, zero waste, and land protective by 2030 is one of the most ambitious corporate sustainability initiatives in the world. But achieving these goals required more than executive mandates — it needed a workforce of over 228,000 employees in 190 countries to be informed, engaged, and active participants. Microsoft’s Real Estate & Facilities team partnered with Artemis Ward to build a cohesive sustainability communications strategy that would educate, inspire, and drive meaningful action at every level of the company.

IMPACT

We developed a global sustainability brand that became the foundation for Microsoft’s internal sustainability efforts. Through It’s in Our Nature, we created a unified voice that connected employees across continents and empowered them to make sustainability part of their daily work. Our work spanned digital signage, physical workplace messaging, internal social media content, long-form editorial, and strategic frameworks that brought clarity to complex environmental goals.

From yearly Earth Month campaigns to Zero Waste initiatives, we helped Microsoft build a culture of sustainability from the ground up. Our storytelling and change management strategy development contributed to global engagement, influencing waste reduction efforts, workplace sustainability practices, and employee advocacy across Microsoft’s offices worldwide.

Two woman in a Microsoft campus facility engaging in conversation
To help Microsoft challenge employee waste practices, we worked with on-the-ground teams in Dublin to craft messaging, signage, and iconography for a “zero waste” pilot program aimed at dramatically reducing the campus’s landfill footprint. Ultimately, the program helped establish the footing for a sustainable waste model to bring to campuses worldwide.

The results

4 global Earth Month campaigns executed • Over 13,000 SharePoint visits.

The results

Zero Waste certification achieved at Microsoft’s Dublin campus, surpassing a 90% waste diversion rate.

The results

15 Microsoft campuses worldwide using our waste bin signage to improve waste sorting.

The results

Sustainability stories and It’s in Our Nature content shared across multiple continents in multiple languages

The results

545% IG growth • 155M+Views across Instagram, TikTok, and YouTube   

The results

545% IG growth • 155M+Views across Instagram, TikTok, and YouTube   

The results

545% IG growth • 155M+Views across Instagram, TikTok, and YouTube   

The results

545% IG growth • 155M+Views across Instagram, TikTok, and YouTube   

Magazine cover mockup of Microsoft dining all electric
Four colored trashcans lined up, each labeled with a designated waste category: Yellow for Landfill, Blue for Recycling, Red for Durables, and Green for Compost.
A collection of books explaining Microsoft sustainability practices
As a global technology leader, Microsoft engineers solutions that raise the bar for sustainability, a massive all-electric kitchen at its Puget Sound HQ for example. Capable of serving 1,000+ meals per day with all the flavor but almost none of the carbon that gas kitchens produce, the new facility offered lessons — and stories — worth sharing. We helped get the word out by conceiving, writing, and designing a magazine-style report that offers the roadmap to gas-free facilities for commercial kitchens around the world, as well as contributing to a broader social campaign.
A women looking back smiling, holding a Microsoft laptop in her arm