Printer

In collaboration with IDEO, Studio Backs established the unified Visual Design Language (VDL) across HP’s full printer ecosystem, spanning 8 distinct product lines from entry-level black-and-white deskjets to high-performance Photosmart and multi-function OfficeJets. The engagement aligned the HPP, VPP, and AiO divisions to deliver consistent out-of-box (OOV) brand equity across entry, mid, and high market segments. Core physical innovation centered on redesigning HP’s signature paper tray and feeding mechanisms, supported by comprehensive design drivers, UI guidelines, competitive benchmarking, and future platform roadmaps.