HP Email Art Direction

Objective: Create engaging marketing and sales content showcasing their products and services while adhering to HP brand standards.

Concept and Construction: Art directing emails for HP fell into two categories—those created prior to their rebranding in the spring of 2013 and those after. Prior to rebranding, HP allowed individual vendors to create unique imagery and layouts for the email campaigns (grey background samples below). While this allowed for more creative freedom, it resulted in looser brand identity. With their rebranding came a new set of guidelines that reduced the ability of art directors such as myself to create unique imagery. The challenge then became how to keep it fresh and visually engaging while adhering to the new HP brand.