Every major brand has a site or at least a content library intended to guide and educate employees and agencies on the brand they represent. HP is no different. When the company was asked to embrace digital transformation and look to innovation as a means by which to do it, the HP Brand Team began their journey by looking to the users of Brand Central for inspiration. 

Angela Matusik, head of Corporate Brand, Content and Creative says, “We started with a survey and resoundingly heard that locating crucial documents wasn’t easy. So first and foremost, we wanted to reposition the site to be easy to search, explore and find what you need.” 

The goal has been achieved with new navigation and submenus. Luciana Panzuto, who led the project says, “It used to take 11 clicks to get to the HP logo book. Now, it takes two with no need for credentials.”  

Brand Central cued off the important work that was being done on hp.com and is now powered by the same tool as hp.com and the Garage. The synergy was critical to successful digital transformation and speaks to the innovation being explored throughout the company. 

But it wasn’t just usability on Brand Central that the team revitalized. Aesthetically, the site has been redesigned not only to enhance the experience but to better reflect the HP brand and inspire users. Henry Cunningham, the lead designer on the project says, “This is the place where you come to learn about our brand. It should reflect the exact same experience that we want people to have with HP.” 

An experience the HP Brand Team wants to be an ongoing one for users. Matusik says, “We hope people will bookmark the page and come back monthly to see what’s new. 2020 has been a crazy, chaotic year and it’s documents like the Master Narrative that inspire and keep us on track.”