The opportunity

Ten years ago, Hewlett Packard Enterprise (HPE) was created through one of the largest corporate spin-offs in history—separating from HP Inc. with a clear vision: to become a nimble enterprise technology leader, ready for whatever comes next. Over the past decade, HPE has transformed through innovation, strategic acquisitions, and the divestiture of non-essential businesses—all while delivering for customers across a rapidly changing landscape.

Today, the enterprise technology market is being reshaped by the rapid evolution of cloud, networking, and AI. These forces are transforming not just businesses, but the way we live and work. HPE is at the center of this change, providing essential technology solutions that empower customers and partners to succeed in an AI-driven world. Employees know that the future HPE has been building toward is finally here—now is the moment to show the world what that looks like.

The journey

In 2024, HPE set out to refresh its story—to make its new value and future growth ambitions unmistakably clear. The goal: focus on HPE’s essential role in an AI-first world and ensure the brand reflects one of technology’s most respected corporate cultures.

Through deep collaboration with internal teams, agency partners, customers, employees, channel partners, and leadership, HPE created an authentic, clear new brand. The process built on HPE’s unique equities—its iconic green and “the Element”—evolving them in a simple, yet unmistakable way.

Coming June 2025, HPE will introduce the world to its new story: a leader in essential enterprise technology, bringing together the power of AI, cloud, and networking to help organizations achieve more. The refreshed language, streamlined brand identity, and consistent touchpoints are designed to signal, to customers and to Wall Street, the value and power of HPE’s technology.

What we built

Foundational assets

  • A sharpened brand narrative: HPE as the essential, future-ready technology partner

“Your ambitions change the world. HPE unlocks them.”

  • Clear verbal identity—voice, messaging, and descriptors that position HPE as a leader in cloud, networking, and AI

“Heroic | Purposeful | Evocative”

  • A modern visual identity: refined logo, vibrant color palette, focused typography, purposeful photography, textures, icons, infographics, and data visualizations—every element simplified to spotlight what matters

  • GreenLake branding: refined positioning, architecture, messaging, and visual identity for HPE’s flagship platform
  • Tagline development, tested and ready for launch

Launch assets

  • A redesigned, SEO-optimized website that combines function and impact
  • Sizzle video to launch the new era of HPE

Ongoing management

To set HPE up for success and rally internal teams around its new story, we created:

  • Brand activation and implementation strategies for consistency across all touchpoints
  • Governance and guidelines for Brand Central, motion guidelines, and event toolkits
  • Templates and resources to empower every team member to live the brand with confidence

How we did it

The process began with a strong strategic foundation, brought to life through a distinctive new visual identity. But strategy and design were just the start—it was translating brand strategy into real-world assets, delivered efficiently and at scale. The team became HPE’s creative engine, producing everything from infographics to event kits, ensuring every touchpoint consistently reflected the new HPE. This seamless integration of insight, design, and execution is rare in the industry—and it’s what made this transformation possible.

The result

Today, HPE stands apart as an essential technology partner—focused, confident, and ready for what’s next. The brand now embodies action, clarity, and leadership in cloud, networking, and AI. Employees see themselves as part of a dynamic, future-ready company, while customers recognize a partner equipped to meet their evolving needs at every step.

HPE is the leader in essential enterprise technology, bringing together the power of AI, cloud and networking to help organizations achieve more. As pioneers of possibility, our innovation and expertise advance the way people live and work. We empower our customers across industries to optimize operational performance, transform data into foresight, and maximize their impact. Unlock your boldest ambitions, with HPE.