DATA-CENTERED

Client: Lenovo

Role: Creative Director
Senior Copywriter: Lauren Beader
Senior Designer: Hudson Santos

01 PROBLEM

Lenovo’s Data Center Group needed to carve out a distinct identity—not just from competitors, but from Lenovo’s consumer products. The challenge was to highlight their extensive B2B offerings while showcasing the innovators using their technology to solve humanity’s toughest challenges.

02 SOLUTION

We crafted a campaign with a bold new slogan and visual identity that championed the visionaries at the forefront of progress, “The Data-Centered.” The campaign showcased Lenovo’s wide breadth of B2B solutions and their role in empowering groundbreaking work across industries.

03 RESULTS

The campaign successfully repositioned Lenovo’s Data Center Group as a leader in the B2B space, connecting their products to the people solving the world’s toughest challenges.

A woman in a patterned headscarf talking on a mobile phone in front of a computer screen displaying the Lenovo and Intel logos.
Collage of website pages featuring technology and infrastructure solutions with images of landscapes, a worker with a helmet, and various text sections.
Three advertisements on a website, highlighting data-centered solutions by Lenovo and Intel. The first ad features a woman on a phone with the text 'Boosting performance by moving past boundaries.' The second ad shows a man in a field with the text about conserving water with intelligence. The third depicts a young man with a pickaxe and text about breaking new ground with smarter ways.

MAKING THE COMPLEX SIMPLE

A distinct style guide was developed to bring clarity and consistency to the campaign, featuring a bold use of primary colors that exuded confidence and energy. The accompanying copy was crafted to speak directly to consumers in a tone that was approachable, relatable, and easy to understand.

A graphic infographic explaining data visualization structure and color palette, with examples of blue, green, red, purple, yellow, gray, and black colors with their respective Pantone, CMYK, RGB, and WebHex codes.