| HP An identity system had already been created for HP which incorporated a 13 degree angle, derived from the original HP logo. We were tasked with expanding on this concept to help relaunch the new HP brand. The first product launch event after HP acquired Palm took place on a gorgeous San Francisco Spring day. We wanted this event to feel colorful, fresh, dynamic and ‘Spring like’, the birth of something new, revealing the new HP to the world. So we started playing with sheets of colored acrylic at 13 degrees in vibrant colors, cyan, magenta and yellow and started overlaying the glass on top of products. We leant the acrylic against a wall to create a 13 degree angle – and it all started from there! Designed in collaboration with Tolleson Design & Standard Studio |
      |
|
| HP Notebook. Again we looked at how to integrate the 13 degree angle so moved one of the rivets on the reverse of the book so the band wrapped across the front at 13 degrees Designed in collaboration with Tolleson Design |
 |
|
| HP Uniforms for the staff at the event had a subtle 13 degree stitch on one of the left hand cuff Designed in collaboration with Tolleson Design |
 |
|
| HP Packaging. Products were leant up against a wall at 13 degrees and photographed in a white environment Designed in collaboration with Tolleson Design & HP in-house design team |
 |
|
| HP Packaging. At all customer touch points we subtley gave a nod to the 13 degree idea. Manuals within the packaging opened at 13 degrees and the wallpaper image was repeated on the inside, adding an element of surprise and fun Designed in collaboration with HP in- house design team |
  |
|
| HP Lifestyle photography. The concept was to show people using the products within an environment. By styling the shots as a high end fashion shoot HP could position the product as a more desirable and cool device. To view these images at a larger size and to see the full range, click here |
  |