When Lenovo, a global leader in technology, sought to redefine their brand identity, we embarked on a collaborative journey to create a dynamic, forward-facing brand. Using an immersive on-site, multi-day brand workshop, we engaged with key Lenovo stakeholders to delve deep into the brand's essence and product line. Our goal was to create a cohesive brand identity reflected in the diverse range of products Lenovo offers, reinforcing their core brand message of innovation, progress, and technological prowess.
A crucial step in our approach was the on-site, multi-day brand workshop, a deep-dive into the existing brand, customer personas, competitive landscape, and vision for the future. We used the insights from these sessions to drive our creative process, ensuring alignment with Lenovo's business objectives and values. The outputs from this workshop informed our design direction, laying the foundation for a unique brand identity that resonated with Lenovo's target audience and market positioning.
Our branding concept was to transform the Lenovo logo into a 'window' into their world - dynamic, vibrant, and always in forward motion. This concept was encapsulated in the Lenovo tag, which was designed to emulate the unique characteristics and 'DNA' of each product. Through the use of different colors, materials, and finishes, the 'window' provided a subtle glimpse into each product's unique identity, reinforcing Lenovo's core brand message.
By the end of the project, we had created a brand identity that not only unified Lenovo's diverse product range but also strongly reinforced their position as a forward-thinking leader in technology.
When Lenovo, a global leader in technology, sought to redefine their brand identity, we embarked on a collaborative journey to create a dynamic, forward-facing brand. Using an immersive on-site, multi-day brand workshop, we engaged with key Lenovo stakeholders to delve deep into the brand's essence and product line. Our goal was to create a cohesive brand identity reflected in the diverse range of products Lenovo offers, reinforcing their core brand message of innovation, progress, and technological prowess.
