As HP prepared for a new product launch in the spring of 2023, my team researched the Z by HP style guide and lined up a number of projects to help them get over the finish line. I was brought on as Senior Copywriter to lead the creation of fresh on-brand concepts and production of compelling copy for digital and print one sheets, white papers, event content, video scripts, social content, decks and other sales enablement tools.
The emails below were composed in Hewlett Packard's unique Z by HP brand voice using best practices that included minimal but active text placing the client in a heroic light, beautiful imagery and iconography enhancing impact and recall.
Creative CTA's on buttons garner a greater click-through rate than expected "vanilla" labels like "CLICK HERE". My phrases, "DO MORE WITH DATA", "EMPOWER DISCOVERY" and "DISCOVER FREEDOM" hit directly at the aspirations of data scientists and became de facto taglines repurposed in a variety of formats and projects.
