After years of market share decline, we began a collaboration with HP to put design at the centre of their business. Our work saw their portfolio transformed and share price increased by 350%.
Over 15 years of partnership has put design and innovation at the heart of HP's strategy. Native works as an extension of the HP design team, collaborating across disciplines and contributing to everything from ID and engineering to digital experiences, software development and AI.
When we were brought in by their CEO, it would have been unthinkable for HP to equal Apple’s Net Promoter score. Yet in that short time, HP achieved this by transforming itself into a business which sees innovation, quality and the creation of desirable, premium products as intrinsic to the future of their company. That, in essence, is the radical outcome of all the work we have done in collaboration with the team at HP.
Transformation doesn’t happen overnight, it requires solid foundations, and so the first stage of our collaboration was to define the design language which would inform all future work. To that end we developed PHI – Progressive, Harmonious, Iconic: a design system created to unify the brand and provide a strategy for all new product development.
Spectre
Spectre 360 was the first product to combine all aspects of PHI, rapidly becoming the most successful product HP had ever made and outselling its competitors by 10 to 1. This pivotal moment clearly demonstrated what could be achieved with a cohesive strategy: showing the industry what was possible.
As the thinnest notebook in the world at only 10mm thick, with a price point of $2000+, Spectre was far beyond anything HP had previously offered. It sold out within months.
Omen
2015, HP’s gaming PC revenue was $81 million. By 2016, with the introduction of the Omen, that had increased by 621%. All of this extraordinary change was made possible by the relentless application of quality, integrity and attention to detail. For the first time in their illustrious history, HP products were now being routinely described as ‘beautiful’ and ‘game-changing’ and with the launch of Spectre Folio we continue the journey. When this becomes the new normal, a brand can truly claim to have transformed.
