I can’t remember seeing a more impressive, in-depth brand identity project than what Moving Brands has done for HP.
“The once iconic brand was deemed dull and lifeless by consumers and business customers alike. The power of the portfolio could only be fully leveraged by aligning it under a single-minded story that could rally various businesses and over 300,000 employees world-wide behind a unified strategy and behaviours.”
You can, and should, view the full result here on the Moving Brands website. Watching the videos gives a taster of the massive scale of the project.
Update: 16 December 2011
The case study and all videos have been taken off the Moving Brands website, as discovered via Identity Works, with the following statement shown:
“We have removed the HP case study per the request of HP, in order to clarify the distinction between the aspects of the work that were setting a creative vision for the brand but were not implemented in the market, and the aspects which reflect the actual in-market applications of the Identity and Design System. The ‘Progress mark’ logo is not the go-forward direction for HP.”
My hat’s off, regardless of whether the new design is fully implemented. It’s a fascinating insight into an identity redesign for one of the world’s largest companies.