Adding new chapters to a storied global brand.
When Hewlett Packard Enterprises repositioned itself as a separate entity from the consumer brand, there was a need to rethink everything from corporate offices to trade shows and conferences – reinforcing the brand as fresh, innovative and future-focused.
Every touchpoint needed to cater to the needs of CTOs and CIOs, creating confidence in the tangible: the technology HPE is delivering today – while generating buzz around the intangible: the vision of where the brand is headed. By implementing a series of hands-on, physical experiences, HPE captured the imagination of its target audiences worldwide.
Within two years, HPE extended the new brand globally to key corporate environments, with scalable elements driven by the functionality of each office. Prior to the buildout, there was little more than the rectangular “Element” and some photography. Today, there’s an ever-evolving brand guidebook encompassing both corporate and conference environments, covering off on everything from reception area furnishings, to digital projection for dazzling potential clients.
- Environmental Design
- Graphic Design
To introduce the newly launched brand in a big way at the World Economic Forum in Davos, Switzerland, HPE completely transformed a Timberland store downtown into a unique hospitality space and immersive brand gallery.
At Discover Las Vegas, HPE maximized the intrigue of the brand’s Star Trek partnership, leveraging its cult following and new film to bring the HPE Labs space to life.