The vision of a brand built for the moving world

Moving Brands worked with HP as its lead creative agency to set a vision for the brand for the next ten years. The ambition was to transform the world’s largest technology company into the world’s most powerful brand; a blueprint of a brand built for the moving world.

When we began working with HP in 2008, its offer was unparalleled, with the broadest portfolio of all the competitors. From services to servers, printing to networking, storage to mobility and far beyond, HP has lead the market in almost every category in which it operates. However, after over 50 acquisitions in five years, the business had lost its forward-leaning culture, and the once iconic brand was deemed “dull” and “lifeless” by consumers and business customers alike. The power of the portfolio could only be fully leveraged by aligning it with a compelling vision. This vision would inspire the various businesses and over 300,000 employees world-wide with a unified purpose and behaviours.


We wanted the best creative partner in the world, so we went to Moving Brands.

Glenna Patton, VP of HP Brand Strategy and Experience

The first step in transforming HP was to define a strong, authentic story. A story that would embrace the proud heritage of a Silicon Valley pioneer but lean forward to the future.

HP was founded on the belief that technology will improve people’s lives, and HP should always aspire for better. This founding principle was unearthed through co-creation workshops with the key stakeholders across the business groups, the HP Labs, product design and insight groups.

The brand story was articulated as ‘Human Progress’, and symbolized by the ‘Progress mark.’ Although the mark was not officially launched until 2016, its concept directly informed the development of the Identity and Design System. The brand story was further expanded into character differentiators and behaviors to help deliver on it.



The Identity and Design System was driven by the brand story of ‘Human Progress’ ensuring that HP maximized its opportunities to connect with people, to tell and to inspire great stories, to listen and respond, and to adapt to its environment. A multi-sensorial system was created to allow the brand to spring to life in print and in pixels, on screen and across devices.

The defining signature of the system is the 13º angle found in Bill Hewlett and Dave Packard’s original company logo. 13° represents HP as a company, ingenious in spirit and optimistic for the future. It also refers to the world of computing by recalling the forward slash used in programming. 13° is deeply embedded within the brand identity, driving the design of graphics, products and UI.

The system is structured to deliver familiarity and recognition through the use of a tight set of core brand assets. The contextual brand assets add flexibility and relevance for specific target audiences. Expression Principles guide the creation of ownable HP experiences across spoken and written language, static layouts, information graphics, motion, sound, interaction, form factors and materials and physical spaces.

The system was documented into a Brand Book (printed with the print-on-demand HP Magcloud service) and a set of application-specific toolkits. The toolkits provide the relevant assets and detailed guidance for design practitioners to apply the system.



Moving Brands created a system from which HP’s partner agencies, totalling several thousand agencies worldwide, could create stunning, on-brand experiences. The work showcased in this section of the case study shows both design studies and in-market executions that have been used as best practice examples to inspire and guide these agencies.

To support the internal HP team, we created and produced spirit and mood films, and physical assets to bring the brand to life. We designed immersive in-person workshops and interactive learning tools to support the brand ambassadors. We conducted creative workshops, briefings and reviews with other agency partners across a number of execution areas, as well as engaged in implementing some of the in-market expressions of the brand.

In 2016, the Progress Mark was officially launched on HP’s Spectre range of laptops and has since gone on to adorn many of its flagship consumer products.

Greg Johnson, HP Global Creative Director, describes the approach — “One of the things that has been so successful about the engagement with Moving Brands and HP has been the number of languages, mediums and types of experiences that MB are accustomed to talking through. Whether you are dealing with the best ad agencies in the world or the most robust direct marketing agencies, the ability to talk about why the program is relevant to them creates a sense of partnership. It’s that ability to play in a lot of different spaces that is important”