brand extension, retail environments

In 2008, HP came to Factor Design with the task of improving their retail experience. The result was a pilot program offering a vibrant and consistent HP brand experience that achieved greater visibility and stronger competitive presence in a retail context.

process

In order to craft a great brand experience for HP, Factor first assessed the current state of HP retail, conducted audits of its competitors, and identified customer needs. Working alongside a team of graphic designers, I contributed to information hierarchy and designed branding, layouts, and graphic illustrations for retail fixtures, signage, and printed marketing materials. Store environments included Harrod's and select branches of MicroCenter, Staples, Circuit City. I also conducted field research and brand audits during the initial stages of the project, contributing to the overall HP brand story.

Art direction: Jeff Zwerner
Factor Design www.factordesign.com

In-store signage

Brochure for at-home printing


HP experience at MicroCenter, Paterson, NJ