HPE
The best part of breaking up
Navigating the largest corporate separation in history
Challenge
In October 2014, the Hewlett-Packard Company announced it would split into two separate entities—HP, Inc., which would focus on personal systems and printing, and Hewlett Packard Enterprise (HPE), an enterprise technology provider. With each company remaining a Fortune 100 industry leader, HP needed a clear strategy for creating two distinct brand experiences in the midst of a record-setting demerger.
Insight
While HP, Inc. ultimately took over HP’s existing global identity—also created by Siegel+Gale, in 2011—HPE was starting from square one. Working alongside the company’s leadership team, we discovered that customers weren’t just looking for a technology provider, but an effective business partner that could help them go further, faster.
Answer
After developing an overarching brand separation strategy and a plan for managing each company’s sizable portfolio, we zeroed in on HPE. Guided by our new brand promise, “Together we propel your business further,” we got to work defining the entire HPE experience—from brand architecture to voice and messaging to a new visual identity system centered on “The Element.” We then helped HPE bring it all to life globally, with executions across film and video, digital experiences and live events.
Results
HOW Logo Design Awards—Top 20 Winner
Rebrand 100—Best of Show
W3 Awards—Silver, Brand Strategy
Transform Awards North America—Bronze, Best Visual Identity in the TMT Sector
Transform Awards North America—Highly Commended, Best Corporate Rebrand Following a Merger or Acquisition
The ANA Reggie Awards—Silver, Brand Launch