From many, one.


In 2011, HP’s new CMO came on board to find that thousands of marketing agencies were telling thousands of different stories about HP. After three CEO changes in as many years, the public was confused about who HP was and why they were in business. Employee morale was low.

HP needed to forge a new identity rooted in who they were, what they did and why it mattered. And it needed to be powerful enough to convey a single, positive HP experience, internally and externally.


Through an intense process of research, internal and external audits and conversations with stakeholders worldwide, we distilled the core ethos of HP into a single, fundamentally human story: “HP makes technology work for you, to advance the way we live and work.”

That simple shift of focus from the technology they make to the people who use it turned HP into a different company. This new story celebrates their evolution from two guys in a garage to a major international enterprise that moves mountains to make their clients happy—and that continues to evolve today. And it’s transformed the experience of HP from a fractured technology company to a global partner whose vision, spirit and sense of connection helps everyone move forward.

In keeping with this people-focused identity, we created a verbal and visual identity that’s simple, bright and personal. We stripped away all marks except for an updated HP logo. A clean blue and white palette and a proprietary new font that’s open and accessible work with the simplified system to eliminate the noise of impersonal techno-jargon and invite collaboration and creativity.


We built the HP Experience Center, an intranet hub showcasing simple tools and easy to use assets, so that HP’s 300,000 employees could easily access the tools and training they needed to tell HP’s one story.

Then we introduced the story to the world with an HP house at the Sundance Film Festival. In addition, we created a completely branded experience at Discover in Las Vegas—turning HP’s identity from thousands of disconnected stories to a single story told in thousands of ways.

As recently announced, HP is spinning into two separate companies. Siegel+Gale has been appointed to lead the naming, rebranding and launch of both entities.

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