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HP's "Keep Reinventing"
2016–Present · Global · Television / Digital / Print / Experiential · Technology
Context
Mid-2010s tech environment:
PC market slowing
Mobile devices dominating consumer attention
Cloud computing and remote work expanding
HP splitting from Hewlett-Packard into HP Inc. and HPE
The brand faced an identity reset.
The challenge:
How do you remain relevant in a post-PC world?
The Problem It Solved
Mid-2010s tech environment:
PC market slowing
Mobile devices dominating consumer attention
Cloud computing and remote work expanding
HP splitting from Hewlett-Packard into HP Inc. and HPE
The brand faced an identity reset.
The challenge:
How do you remain relevant in a post-PC world?
Strategic Insight
Reinvention is survival.
“Keep Reinventing” framed HP as:
Adaptive
Design-forward
Future-oriented
Collaborative
It wasn’t about one breakthrough device.
It was about continuous evolution.
The phrase functioned both as statement and command.
Execution Discipline
A. Bold Visual Identity
Striking typography and dynamic design language.
B. Cross-Category Integration
PCs, printers, and creative tools under one philosophy.
C. Focus on Creators
Entrepreneurs, designers, and innovators featured.
D. Long-Term Consistency
Sustained platform rather than short campaign burst.
What It Avoided
Overemphasis on declining PC narrative
Spec overload
Competing solely on price
Nostalgia for past dominance
One-off product hype
It chose philosophy over features.
Brand Impact
Reinforced HP’s innovation credibility
Supported premium device launches
Elevated brand among creative professionals
Positioned HP as forward-moving tech player
It reframed a legacy brand as progressive.
Why We Love It
From a strategic lens:
Turned corporate restructuring into narrative strength
Aligned with tech industry’s pace of change
Made hardware feel like enabler of creativity
Future-focused without overpromising
It felt adaptive, not defensive.
The Takeaway
If your industry changes constantly,
your message should too.
Reinvention is brand insurance.
What Would Have Broken It
Stagnant product pipeline
Design inconsistency
Failing to adapt to remote work trends
Ignoring sustainability innovation
Messaging without operational proof
Reinvention must be visible.
Applicability In Today’s Market
Today’s tech landscape:
Hybrid work normalization
AI-assisted productivity
Sustainability demands
Creator economy expansion
Transferable principles:
1. Evolution Must Be Ongoing
2. Hardware Should Empower Human Creativity
3. Philosophy Can Outlast Products
A modern evolution might emphasize:
AI-powered laptops
Sustainable materials innovation
Remote collaboration ecosystems
Creator-focused tools integration
The enduring lesson:
Brands that survive decades
do so by refusing to stand still.
