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Aiming to refresh Lenovo's brand identity, we initiated a comprehensive brand workshop to delve into the essence and vision of Lenovo, setting the stage for a dynamic and cohesive brand image.
Starting with an intensive on-site brand workshop, our team delved deep into Lenovo's existing brand, competitive landscape, customer personas, and vision for the future. This process was not only about alignment with Lenovo's business goals but also about uncovering insights that would inform our creative process. The outcome was a strategic direction that served as a beacon for the development of a unique brand identity. This identity was designed to resonate strongly with Lenovo's target audience, reinforcing its position as a leader in innovation and technology.
Our branding concept transformed the Lenovo logo into a dynamic 'window', offering a glimpse into the world of Lenovo's innovation through each product's unique identity. This was achieved by designing the Lenovo tag to mimic the characteristics of each product, utilizing different colors, materials, and finishes to tell a distinct story. This approach not only unified Lenovo's vast product range but also amplified the core brand message of progress and technological prowess. Through careful consideration of each product, from the high-end Yoga Book to the robust Thinkpad X1 Carbon, we ensured that the brand identity was consistent yet flexible enough to highlight the individuality of each offering.
