Spanning two and a half years of work, HP's brand reinvention was most impressive for its level of comprehensiveness. Redesigning its brand meant redesigning the way HP did business But somehow they did figure out a way to make it work, even on HP's global scale, and in the end they produced "hundreds of thousands" of graphical and physical representations of a holistic new brand that could be used worldwide without being either identical everywhere or as fragmented as it had been. It’s very, very difficult" to balance internal HP requirements and other external agencies, admits Heinl. And Moving Brands was only the lead agency on the project - HP had also hired a lot of other external help, whose wishes and advice had to be taken into account. Listening to Heinl describe an endless litany of meetings with "somewhere in the hundreds of people" at HP, I'm impressed that his team at Moving Brands was able to accomplish anything at all. For the scale of this work, that is very rare this type of engagements can sometimes breach a year just to get going." It may have been an auspiciously rapid beginning, but Heinl and his partner Hanna Laiko, the consulting lead who'd previously worked at Nokia, soon confronted the full spectrum of HP's enormous global hierarchy and bureaucracy.Įveryone from the CEO and board of directors, through the marketing chief and executive vice presidents, down to regional bosses and design and marketing leads was considered a stakeholder in the redesign. "This type of engagements can sometimes breach a year just to get going" I spoke to Moving Brands CEO Mat Heinl, who served as the creative lead on the HP brand redesign, about the challenges of the assignment and how his company worked to overcome them. Today Moving Brands has branches in San Francisco, New York, and Zurich, but back then it was just a single London studio that was fortunate enough to have been noticed by one of HP's higher-ups. The story of HP's new premium logo began in December 2008 when the American tech giant commissioned British creative agency Moving Brands to redesign its entire corporate identity.
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