The Young Ones competition this year proposed two briefs to work on. I decided to tackle Lenovo’s ‘we want to be in the same conversation as Apple or Samsung’. Considering the Lenovo brand was doing alright in terms of sales, but was having a more difficult time in staying in people’s heads, I concluded that my proposition would have to be based on an eye-catching rebrand. I also decided I would try and make the best out of the time and resources I had to work on the project so would try and keep my execution clean and simple.
With this simple set of three statements, the brand now has a ‘point of view’, it has a strong ‘belief’ from which it can reign in new audiences. An eye catching large print short statement first catches the target’s eye, a smaller sentence then creates even more interest into what the brand is trying to say.