Parallels was preparing to come out with a new version of their market-leading desktop virtualization software. Parallels Desktop 7 for Mac promised to raise the bar for competitors, and top management at the software company wanted a new package design to match.

A Simple Strategy
We decided to focus on the key benefit of this software — you can run Windows on your Mac — and express it straight out so consumers would know exactly what this product does without lifting a finger.

We stayed within the Parallels brand style, but put it together in a new, fresh way that would stand out on store shelves, and wrote copy that would engage customers, bringing the story alive once they picked it up.

We rolled this “keep it simple” strategy into guidelines and templates that Parallels could use in-house to develop a series of collateral materials and foreign language versions of the packaging.

Design Process
Previous Desktop 6 Packaging (we did NOT design these)

Dull/gloss, color-on-color – we thought this would stand out and intrigue shoppers, but the clients thought it would be too subtle.

Bold and simple – this version ended as a close runner-up in the final rounds.

Product brand as hero – less successful for users who weren’t already familiar with the product.

This idea took the smallest steps away from the previous Desktop 6 packaging. Parallels was willing to go farther.

Ad Campaign
To get the word out to people who might be new to the idea of desktop virtualization, we developed this banner campaign that stretched into print media as well. The Mac-Windows family was a quirky-looking bunch that showed how Windows can get along with your Mac, dealing with a wide array of interests and needs.

The campaign has been localized for European and Asian markets.

The Mac-Windows Family

Airport Digital Ad

Flash Banner

The Mac-Windows Family Campaign Guidelines
We developed a style guide so that Parallels’ in-house marketing and design department could implement the campaign in more markets.

Product-focused Marketing
For advertising and marketing that may outlast the Mac-Windows campaign, we developed tactics that use the brand look and messaging established with the packaging design.

Print Ad

Parallels Desktop 7 Guidelines