The new creative expression builds on the best of the brand – its warmth and accessibility.

It centres around video and photography, replacing illustrations that had lost much of their Skype identity in a crowded environment. Art direction takes cues from how real users look on video calls; we cast regular people, used odd crops, showed just hints of environments (a lamp shade, the tilt of a bookshelf) to keep the focus on people and their interactions. Also, unless showcasing a hardware partnership, devices are never pictured. All verbal and visual language is unmannered and ‘everyday’.

Gary Bramall, Global Senior Director of Brand and Creative at Skype said: "Over the years the consultancy has helped us shape our brand. It’s now something we use every day to steer business decisions, to influence product direction, even to structure our organization. Ultimately this has helped Skype make the transition to become a valuable part of Microsoft."

The creative expression has successfully been applied across Skype’s significant Facebook community (it has approximately 27 million fans) and also offers a suggestion of how the brand might be expressed through film such as YouTube spots and banner ads.