OMEN by HP
Total product rebranding
The goal was to elevate and make OMEN more relevant with a brighter, fun, and optimistic vibe. It had to break the stereotypes of the gamer. The new OMEN logotype is the primary mark on advertising and marketing. It is linked to the HP mark at retail, on packaging, and in loyalty communications. The idea was to make the brand a force on its own and ultimately turn it into an asset that brings in more gamers.
Complete product refresh
Everything about OMEN by HP was revitalized, from new product design to creating gaming sponsorships like Twitch to creating original OMEN gaming content. I was a part of the development of the brand identity and the creation of the guidelines. This included logotype development, layout design, product presentation, applications for the web, social media promotion, and the creation of messaging.
Know thy audience
Research was everything. Digging deep to understand how we could bring HP and the gamer nation together was our priority. The team and HP leadership started by being open-minded and using our engineer’s mindset where we continuously asked questions and experimented, knowing that’s where unexpected solutions come from.
OMEN messaging needed to be direct without being definitive. Our voice should come from that open mind, the one that knows there is always more to learn. The primary persona we created is humbly confident, self-assured, and clear on who they are. There is no compromise.
Get the word out
The core to creating the brand was to champion gaming as progress. Gamers aren’t underdogs. They are more advanced. And they are capable of much more than culture gives them credit for. Gaming makes them faster, smarter, less stressed, happier, and more awesome. We want to glorify gaming for what it is. It is a worthwhile pursuit enjoyed by a passionate group of people who are better because they play games.
We created a wide avenue of ways to promote OMEN by HP. The example (left) features the email design. Email is an important tool that interconnects with other platforms like social media, the online store, Reddit, original gaming content, and user blogs.
Web design
There were several teams that covered front-end graphic design, user interface design, authoring standardized code, user experience design, and search engine optimization. I also led in the effort to maintain our best possible usability standards and being up to date with web accessibility guidelines and requirements.
Design for mobile
Several facts and factors were at play during the mobile design process. Foremost we understood that if you are not at your battle station, you are likely engaging on your mobile phone. Content must be dynamic, clear, and inspiring. Our navigation elements were design to be unique without breaking convention and best-practice. Mobile means being connected to Instagram, Discord, Reddit, and on an on. Motion is key. And less text and more imagery, clean layouts, and bold visuals make it easy to digest content quickly. Larger mobile screens and Dark Mode were also kept in mind. How to design for so many different platform types was well-tested and vetted.
