Lenovo
Different is better
Client
Lenovo
Services
Brand Development
Graphic Design
Digital Design
Art Direction
Role
Design Director
Studio
Futurebrand
Experimenting with, and creating a new visual language for Lenovo's consumer products
Background
Lenovo is a global technology company and the world’s largest PC vendor by unit sales.
Brief
Find new ways to engage consumers with Lenovo’s new Yoga Book, Yoga 910 and IdeaPad laptops, like never before.
Insight
The products broke the mould. The brand didn’t. Lenovo’s new 360° convertibles were made for younger, creative lives, but the brand still looked like it belonged in the office.
Solution
A new set of brand assets (imagery style, colour, graphic elements and composition) built around “Different is better”, breaking Lenovo out of the corporate mould. The B2C campaign showed off the stylish, dynamic new products and helped drive a 39% increase in sales across North America and EMEA.
