Over the past year, I developed a new illustration concept and direction that’s now finding its way into HP’s global design ecosystem. The goal was to create a visual language that felt both human and distinctly HP — balancing approachable, geometric forms with the precision and innovation the brand is known for. The concept reintroduced illustration as a storytelling tool, grounding the system in expressive line work, modular composition, and a flexible color palette that could adapt across marketing, digital, and product touchpoints.
Beyond the creative exploration, I built out a full set of brand guidelines to help internal teams translate the system consistently. These guidelines define everything from stylistic principles and narrative tone to motion and interaction behavior.
Currently, I’m extending that foundation into a larger initiative: the HP App. This project unites multiple design and illustration teams across the company to establish a cohesive visual and motion language for the platform experience. My role centers on creative direction and cross-team coordination — ensuring that illustrators, UX designers, and motion artists are aligned around a shared visual philosophy.
Role:
Creative Direction, Illustration, Brand Guideline Development
