This project was in collaboration with 21 other creatives as well as Lenovo that spanned over the course of 10 weeks. Lenovo Play is a digital-physical experience intended to spark interest of STEAM ideas and careers in minorities and girls ages 8-12 in order to create more diversity in the STEAM workforce. The final deliverables of the project consisted of a physical tablet and connectable blocks to be used for augmented reality, a carrier case, logo system, promotional animation, and process book.
Lenovo
Play
Logo and Identity
I was tasked as the art director for all branding of the project as well as the logo designer. In this sample you’ll find the logo system I designed as well as examples of it’s applications. The logo needed to pair well with the current Lenovo logo, be able to stand out as an innovative product, and visually align with its intension of promoting STEAM careers for children.
Purple was the primary branding color which appealed to children, no matter the gender. And the muted tone contrasted nicely with Lenovo’s bright red. The grey secondary branding color was a great support to help the purple stand out when necessary and also communicated the project’s theme of innovative tech.
As this project was developed to promote STEAM careers, I created logo variations for each category within STEAM (science, technology, engineering, art, math). These variations within the system were utilized in other major visual branding elements, including package design and motion media design.
Carrier Case
In collaboration with illustrators on the team, we developed the packaging for this project to be whimsical and innovative (as a nod to the themes of the product itself). The carrier case served as a packaging for the product as well as a tool that children could use to bring the product back and forth between home and the class room.
Each panel focused on a facet of STEAM while keeping to the whimsical and innovative theme.
Process
And finally, I supported the other graphic designer on the team to develop the project’s thorough process book. This book conveys all the messages and themes previously mentioned while meticulously detailing every step of our team’s process from concept to delivery.