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.