Hewlett Packard
Senior Art Director & Designer
Technology / Consumer Electronics
A campaign for Hewlett-Packard focused on elevating product narratives through clear, engaging storytelling. The work translates technical features into accessible, visually driven communication across digital and marketing channels, making HP products feel immediate and relevant rather than spec-heavy and distant.
Led art direction and visual development across campaign assets.
Shaped the look and feel, ensuring consistency across formats while aligning with HP’s broader brand system.
HP products often rely on technical specifications that can feel distant or interchangeable. This work reframes them through use, context, and clarity, making the value more immediate and relatable. Shifting from feature-listing to experience-showing helps buyers understand how HP fits into their actual workflows.
Show the product through experience, not explanation.
Focus on how it fits into real workflows and everyday moments, rather than listing features.
Clarity over specification
Use over abstraction
Consistency across formats
Brand alignment without rigidity
A visual approach centered on clean compositions, contextual imagery, and concise messaging. Assets were adapted across multiple formats, maintaining coherence while responding to platform-specific needs. Campaign art direction and visual system applied to digital, marketing, social, and display adaptations for multi-channel rollout.
Campaign art direction and visual system
Digital and marketing assets
Social and display adaptations
Content for multi-channel rollout
