Z by HP – Power Your Breakthrough

Z by HP is the HP sub-brand that makes high-end, extremely powerful computing machines. The segment of their audience that this campaign and brand look and feel was to appeal to was the most fickle of target audiences, creatives. To appeal to that audience, we took the seeds of Z’s existing brand, concrete, black with punches of blue and violet, and further refined them, polishing the concrete to a soft reflectivity and giving the typography a centered, tracked out solution, making the overall impression one that suggests inspiring, artistic high-end film.