Merchandising, Graphic Design, Copywriting, Production
HP Sprout is a wildly innovative all-in-one computer that blends virtual and physical workspaces, yet shoppers could easily confuse the HP Sprout with a traditional all-in-one PC. Tasked with captivating shoppers’ attention, we developed a strategy and created in-store merchandising that informed customers of this powerful computer’s unique capabilities, including its integrated downward-facing 3D scanner and touch-enabled spill-proof mat — two major differentiators from traditional all-in-one PCs.
Our HP Sprout merchandising assets successfully rolled out in a pilot program in Best Buy stores throughout the nation. We appealed to makers and crafters by incorporating rustic and tangible elements, such as the wood treatment. This ultimately (and successfully) emphasized the tactile nature of HP Sprout. To further position HP Sprout as a digital powerhouse targeting the maker market, a geometric backwall pattern was rendered to appear hand painted/ handcrafted. Since HP Sprout’s form factor can be easily confused with traditional all-in-one PCs, we omitted the accompanying keyboard and mouse from our design, leaving the scanner and mat to shine.