Edge Mobile App Store Rebrand
Strategic rebrand of Microsoft Edge mobile app presence across app stores, improving discoverability and conversion
Edge Gets a Glow-Up
In early 2025, Microsoft Edge reached a new creative milestone: a complete visual overhaul of its mobile presence across the Google Play and Apple App Stores. As Edge evolved into the AI-powered browser, its first impression on mobile needed to reflect not just functionality—but vision.
Strategic Redesign
This wasn't just a refresh. It was a strategic redesign shaped by data, cross-team collaboration, and a bold creative partnership. The goal was to create a cohesive, modern, and meaningful first look at Edge that would drive installs and showcase the browser's AI evolution.
Beyond Screenshots
Working closely with the App Store Optimization (ASO) team, IMC, and Brand Creative Lab, we set out to do more than make it "look good." We aligned on performance metrics, platform-specific insights, and user behaviors—particularly learnings from our Holiday campaign—to inform every asset decision.
Educate Users
Clearly communicate key Edge features and capabilities to help users understand the browser's value proposition.
Showcase AI Story
Highlight Edge's evolution as an AI-powered browser, positioning it at the forefront of browsing innovation.
Drive Installs
Create compelling design and clear CTAs that convert app store visitors into active users.
Sneak Peek
A Dual Approach to Video
We embraced platform nuance to develop two tailored video approaches, recognizing that each app store has different guidelines and user expectations.
Google Play Strategy
Motion graphics, playful storytelling, and creative freedom to express the brand's personality while showcasing key features and benefits.
Apple Store Strategy
Clean, accurate UI walk-through in line with Apple's stricter guidelines—showing users exactly what they'll experience when using Edge.
Bold Motion, Built with Koto
To elevate the creative, we collaborated with Koto—the same agency that helped redefine our visual identity system. Their motion team helped us bridge brand, storytelling, and UI precision into a video that felt human, high-quality, and helpful.
Design Philosophy
The final product emphasized clarity, pacing, and product-first motion—not abstract 3D or fluff. Just a smarter way to introduce a smarter browser. Every element was crafted to showcase Edge's capabilities while maintaining visual consistency with the broader brand identity.
Raising the Bar for App Storytelling
A Smarter First Impression
The visual refresh focused on creating an intelligent, visually consistent mobile presence that drives engagement and conversion. Every asset—from static screenshots to video previews—delivered a cohesive story about Edge's evolution.
Key Visual Elements
- Clean, modern interface showcases
- AI feature demonstrations
- Consistent brand visual language
- Platform-optimized content
Looking Ahead
This visual refresh wasn't just about app store aesthetics—it was about optimizing a key touchpoint in the user journey. With this redesign, we're building a more intelligent, visually consistent mobile presence that drives engagement and conversion, while introducing users to what Edge has become: the AI browser designed to empower.
Scalable Creative System
As more features roll out, these new visuals give us a scalable creative system to grow with. Clean, smart, and conversion-ready, the rebrand provides a foundation for continued mobile marketing success.
Reflection
The Edge mobile app store rebrand represents a strategic evolution in how we present Microsoft Edge to mobile users. By combining data-driven insights with creative excellence, we created a mobile presence that truly reflects Edge's position as an AI-powered browser.
The collaboration with Koto and the dual-platform approach demonstrated the importance of understanding platform nuances while maintaining brand consistency. This project sets a new standard for how technology brands can present themselves in mobile app stores.
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