Microsoft Imagine Cup

Shining the light on the student developers of tomorrow

The Microsoft Imagine Cup is the company’s premier global competition for student developers. Each year, over 10,000 teams submit innovative tech solutions for a chance to win the World Championship, a $100,000 grand prize, and a mentorship session with Microsoft CEO Satya Nadella. The competition kicks off Microsoft Build and is viewed by more than 100,000 people around the world each year.

To match the innovation of the participants, Imagine Cup unveils a fresh visual identity each year—reflecting current design trends and setting the tone for the show. Our team leads the charge from initial concept through to full production.

For the past five years, I’ve served as Creative Director, leading a talented team of designers, writers, motion artists, and 3D specialists to bring this live experience to life. From storytelling to stage design, we aim to inspire the next generation of changemakers—live and on a global stage.

2025: Illuminating Possibility

Creating a cleaner, more elegant look

The Imagine Cup wanted to elevate their look as they started to treat each of the teams as a true startup instead of just students. The 2025 show theme is inspired by the optical phenomenon of dispersion, symbolizing the spectrum of innovation. Like light traveling through a prism, it reflects a journey of knowledge, discovery, clarity, and challenge.

Imagine Cup acts as a catalyst for this transformation, where the collective potential of students radiates into diverse, impactful solutions—each contributing to a broader force for global change.

2023: Dreaming New Realities

Bringing back the stage show

Over the course of three months, we brought our campaign theme, “Dreaming New Realities”, to life. We started by meticulously crafting our visual identity using cut paper, a circle to square background element and collage elements. We then weaving it through every element of the live show, from motion graphics and title cards to scripts, set design, and student interviews.

And we brought the them to life at Microsoft Build where team TAWI from Kenya was announced the 2023 World Champion, winning $100k.

2022: Dare to Try

Creating a hybrid experience

The 20th anniversary of Imagine Cup arrived at a pivotal moment—when the boundaries between our physical and digital worlds were more blurred than ever. Embracing a bold new hybrid format, we faced fresh challenges head-on and, true to the spirit of the competition, turned them into opportunities for creativity and innovation.

This year’s visual identity was intentionally raw, real, and deeply personal—reflecting the passion of the students themselves. At its heart was a custom, hand-lettered typeface created by our Associate Creative Director, infused with texture, grit, and grain to bring authenticity and energy to every touchpoint.

2021: A Sense of Place

Elevating a remote show

In 2021, like the rest of the world, we were adapting to a remote-first reality—which meant delivering a virtual Imagine Cup. But as any innovator knows, big dreams often come with big challenges—and we were determined not to let the shift in format diminish the experience for our student competitors.

Rather than settling for standard Microsoft Teams recordings, we set out to elevate the production. We designed custom 3D environments for each team and stage, transforming the entire event into a dynamic, digital world. Each virtual room was packed with hidden easter eggs and tailored details, creating a unique, immersive experience for a global audience tuning in from home.