The Genesis of Hewlett-Packard's Global Campaign

MIAMI BEACH, FLA. Developing a global image campaign for Hewlett-Packard after its merger with Compaq required coming up with a solid branding idea right from the beginning, said Steve Simpson, creative director at Omnicom Group’s Goodby, Silverstein & Partners, during a talk at the 2005 Clio Awards today.

Creatives at the San Francisco shop first came up with a brand identity in 2001 by creating what Simpson jokingly called a “really dopey scrapbook” that contained the history of the brand’s typeface, Futura, as well as visual images to spark inspiration.