The document outlines Microsoft's Gulf initiative, which began in 2011, focusing on transforming the region through creativity and innovative solutions. It consists of four core pillars: people, partners, business excellence, and impact, with annual themes from 2015 to 2018 that guide the transformation process. The themes are represented through unique artistic interpretations, including Arabic calligraphy and geometric illustrations, symbolizing the company's commitment to redefining paradigms in technology and business.

1. Concept Note
Drawing inspiration from the evolution of the Middle East and hoping to emulate the transformation
of the region from an arid desert into a beautiful oasis led to the beginning of Microsoft Gulf 2
Greatness back in 2011.
The mission was simple; enable people and businesses throughout the Gulf to realize their full
potential. The initiative implemented 4 pillars that focus on Microsoft’s end-to-end business success.
The pillars include:
- People
- Partners
- Business Excellence
- Impact
Over the next 4 years Microsoft Gulf aims to transform itself in lines with the global transition by
imbibing a spirit of creativity and crafting offbeat solutions to overcome tomorrow’s challenges.
Theme 1 - G2G 2015-2018
Master Strokes
Each year will be defined through an all-encompassing word which defines a key stage or period of
the metamorphosis cycle.
2015 - To see a change, we must be the change
2016 - To bring about change, we need to innovate
2017 - Our innovation must inspirenew thinking
2018 - True inspiration will empower the future generation
The embodiment of this mantra as a tangible expression will be achieved through a modern
interpretation of the ancient art of Arabic ‘Calligraphy’. Derived from the Greek words meaning
‘Beauty’ and ‘Writing’, calligraphy has the allure to evoke a positive disposition towards the
objectives and direction set forth for the G2G.
In the Middle East, calligraphy has been used to a much greater extent and in astonishingly varied
and imaginative ways, which have taken the written word far beyond pen and paper into all art
forms and materials.
Each word will be Arabized and will be presented as a distinctive artwork that embodies the spirit of
transformation through its asymmetric fluid strokes.

2. Theme 2 - G2G 2015-2018
Alter Paradigm
The Microsoft story has always been one of new paradigms. The next wave of transformation that
the company is witnessing has the makings of an alter paradigm – for the future begins here and
now.
Microsoft is the company that has given the world many a new paradigm which are now a way of
life. Therefore, for Microsoft to inspire and pioneer a new wave of transformation both within and
outside, it has to alter the paradigm plane and chart a whole new course that will define the scope
and sphere of paradigms as we know it. This is the Alter Paradigm that Microsoft will imbibe.
A series of intriguing geometric illustrations will set the tone and provide the stimulus to put forth
new ideas and communicate the exciting new developments and changes happening within
Microsoft.
2015 - Penrose triangle: Believe
2016 - Impossible Cube: Resolve
2017 - Escher Stairs: Achieve
2018 - Mobius Circle: Enable

3. Theme 3 - G2G 2015-2018
Turning the Tide
When the first wheel was invented in 4000 BC, it changed humankind forever. Its circular shape is
regarded as the most formative technological advancement for our ancestors. The invention of the
wheel instigated a dynamic shift in how we live our daily lives. The circular shape was interpreted in
infinite ways and manifested itself in a diversity of applications and objects.
What caused a similar change in modern lives? User-friendly software, accessible hardware, motion-
sensing gaming devices and online chats…
The story of the wheel will be leveraged as a visual metaphor to present Microsoft’s as the
technologically reinvented ‘wheel’ of the 20th Century. Corresponding attributes will provide the
practical connect to this theme.
2015 – Ancient wheel: Imagine. Invent. Transform.
2016 – The sundial: Pioneer. Perfect. Predict.
2017 – The ship’s wheel: Plan. Explore. Discover.
2018 – Modern Gear: Kinetic. Catalyst. Precise.