In 2005, Microsoft’s web design and developer tools were largely ignored and considered as non-essentials for the majority of designers and developers. The MIX conference was conceived to open minds and change the dominant perceptions about MS products. Key tenets of authenticity, straight-talk, inclusiveness and participation guided the creation of its name, tagline, key messages, look & feel and all promotion. The conference sold out in its first year and has now been firmly established as one of the most successful Microsoft conferences ever. Partnered with Methodologie.