In 2021, the HP needed a complete Vis ID overhaul. The brand was adrift in complexity and inconsistency. It lacked attribution and appeal but also needed a unifying visual system to accommodate HP’s growing universe of products and platforms in the global market.
Our first goal for the new Vis ID was functionality—clarity, repeatability, and scalability. With that in mind, we delivered a simple but dynamic modular design system. In addition to consistency—the new visual language differentiates HP from its competitors and conveys a sense of optimism and self-confidence.
As a part of the design team, I helped test, refine and expand the new system.
