Hewlett Packard asked us to help establish a brand for their new security service. This service is aimed at HP customers worldwide ranging from individuals to enterprise IT departments. The key brand traits would be vigilance, power, and protection.
We were to create a logo, establish a copy tone, shape the overall design elements, and ultimately collaborate with partner agencies to develop the look across all media and create content and advertising pieces.
Starting with the name HP Wolf Security, we designed a logo blending the stare of a wolf with the power of a Spartan battle helmet. Picking up from that protective logo image, our team worked with partners to establish a campaign look across typography, photography, color treatments, and brand voice.
The advertising and content show the audience in darkened environments that convey them as being at risk, but not victims. Headlines in CAPS express the serious nature of security and offset the dark images in a pair of color options. The HP and Wolf Logos are stacked, representing the Wolf Security vigilance underlying all HP products and services.
HP has launched the Wolf Security campaign worldwide. Wolf Security advertising now promotes HP divisions from PCs to printers to services. The Wolf logo is now placed on HP products. Wolf Security content pieces including security articles, infographics, and videos are now in-market, building Wolf brand recognition and credibility while making HP known as a cybersecurity leader.