HP Services: Brand Photography

Brussels, Hong Kong, San Francisco, Houston, New York City

As part of a rebranding initiative, I led the brand strategy and art direction for a new visual asset library of more than 300 images that would be used by internal and external marketing communications. I directed and worked closely with three photographers: Terry Husebye, Thomas Heinser and Michelle Zassenhaus.

Project Objective: Create a pool of new photography for the HP image library relevant to ESG and HPS positioning and messaging (adaptive, agility, collaborative, trust). Develop a comprehensive messaging/imaging framework that informs photography strategy and budget. Images should concentrate heavily on mid to large scale business technology customers and environments, and reinforce HP's brand values.

Photographer field guide for style and content inspiration