Our winning idea was based on this shopper insight:

Buying a new printer takes 3X longer than buying a new home. It’s frustrating and confusing. One social post said “buying a printer is worse than dental or a colonoscopy.”

So we totally revamped and re-organized HP’s global retail presence.

We created the theme “Hello Perfect” and transformed the entire shopping experience with color categorization for different use cases, bold photography that telegraphs user types and replacing tech jargon with human speak. All to make is super fast and easy to find the perfect printer for each person – and of course, create a perfectly beautiful print.