Finding the company’s true story.

HP is a global technology company, with several different product and solution families. But so are other global technology companies. To tell an authentic, unified story, we couldn’t just talk about HP products. We needed to demonstrate something bigger. The only way HP could stand out is if we shifted the focus from product to human benefit. Why does HP do what they do? What was HP doing for you?

Make it matter.

We isolated the core spirit of this enormous, multifaceted company: HP doesn’t just believe in the power of technology, it believes in the power of people when technology works for you. This idea became the mantra of HP’s rebranding: “Make it matter.” Design decisions followed from there. We made the HP font and logo more approachable. We wrote color and photography rules that spoke to the renewed sense of purpose and humanity. We created a unique and emotive identity for HP and could now tell a consistent story worldwide across print, digital, television, retail, packaging and events.

One look. One voice. One HP.

After just 12 months, the world’s largest technology company now has one look, one voice. HP is now one HP across 320,000 employees, 10,000 partners, and 25 countries, all of them dedicated to a single belief in the power of people when technology works for them – to do the things that matter.