HP KEEP REINVENTING LAUNCH

HP, Inc. - KEEP REINVENTING LAUNCH

HP was preparing for the most significant reorganization in company history, with the business splitting into two separate entities: A solutions focused business and a brand for consumer and business products called HP, Inc. Our assignment was to develop and launch a new global brand for the birth of HP, Inc.

When HP was founded in 1939, it had one simple purpose: Invent. But times changed and what we saw in current culture was a shift from invention towards reinvention. This was playing out in reinvented technologies, but also major upheavals in power, beliefs and world order; people were no longer looking at the world as it is, but rather how it could be.

Evolving the original belief system of ‘Invent,’ we aligned the new HP to the notion of reinvention with the line ‘Keep Reinventing’

This meant not just reinventing the brand, but also a commitment to reinvent HP’s products and technologies. We had to completely reinvent ourselves so that our customers (industries, communities and individuals) could reinvent how they operate, ideate and create what matters the most to them.