Hewlett Packard approached us to help create an event to launch their new products. The inaugural event would be the first one following Hewlett Packard’s acquisition of Palm – the world was watching… The look and feel we created for the event would then be implemented across all new packaging, retail and online applications.

We wanted to make this event feel colorful, dynamic and ‘Spring’ like, revealing the new look HP to the world. A 13-degree angle – inspired by the angle of the original HP logo – had already been established as one of the brand’s key design assets. We started playing with sheets of acrylic in vibrant colors like cyan, magenta and yellow, overlaying them at 13-degree angles to create a fresh visual language.

Instead of photographing the products flat on white, we leant them against walls at a 13-degree angle – a solution that was used across all new packaging. On internal banners, images of products are twisted to 13-degrees, while staff uniforms reveal a subtly stitched 13-degree line on the cuff and notebooks have 13-degree elastic bands – achieved by moving the rivets on the back of the book. Instead of standard product photography we created a more fashionable environment, showcasing HP products as aspirational lifestyle accessories.