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.

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.