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lenovo logo

Role: Interaction Design Director

Year: 2010


Levnovo was ready to redesign their website to better showcase their products and services and highlight their innovative culture.

The Challenge

Lenovo put out a request for proposals to agencies for the redesign of their site. This meant there would be a competition to show their new CMO that we understood both their strategy and their customers.

Working with my collegues we developed a story telling approach to pitch a transformatino of Lenovo's digital brand. The transformation would be focused on tenants of smart, young, social, connected, and relevant.

To realize the promise, we did extensive user and competitive research, built personas, and mapped out customer journeys. With the Additionally knowledge we produced detailed wireframes.

research findings

With the wireframes approved we were able to develop interactive prototypes to test with users and clients. At the same time we were exploring visual directions that would differentiate Lenovo from competitors. This led to a modern design with bold use of photography.



With direction from the client, we also created a living logo. It was named "The Social Logo" and was dynamically generated from social media posts and product reviews mentioning Lenovo. This helped bring their brand personality to life.

lenovo social logo

The Results

We provided extensive documentation for the CMS and administration of our designs and Lenovo was able to relaunch their site. They also debuted the "Social Logo" at CES in 2011. The redesign was a success and highlighted Lenovo as a leader in innovation.

lenovo social logo