INDUSTRY. Technology.

CHALLENGE. How do you make an icon more iconic? The Siegel+Gale LA team faced this challenge in reinvigorating the Hewlett Packard Enterprise (HPE) brand. I was tapped to bring my words to this work.

WORK. I worked with the creative directors, designers, and strategists to create a fresh, future-facing verbal identity that would complement the visual system and execute on the strategy. What did that look like? I developed a brand voice made for bold, vivid storytelling—coupled with a brand narrative (and boilerplate) that zeros in on exactly what makes HPE essential. In editing the key messaging, I focused on translating the strategy into precise language that packs a punch. And over several rounds of refining, I boiled it all down into copy for various touchpoints (digital and physical). The work is a gorgeous success, which you can read more about here.

Agency: Siegel+Gale (LA)