The goal of this global campaign was to leverage Lenovo.com as a centerpiece in the company’s evolution from a hardware-focused business to a 3S solutions and services leader, creating a more discoverable, empathy-led experience that elevated Lenovo’s broader technology and solutions story.

I led the global creative and brand strategy across a multidisciplinary team of designers, copywriters, and brand strategists, while partnering with external design agencies to extend our capabilities and bring the creative vision to life at scale. Following an extensive analysis of learnings from previous campaigns, I established the overarching design and experience strategy to strengthen the brand, improve engagement, and create clearer pathways into deeper solutions and services content.

The strategy centered on creating a cohesive, intuitive, and modern global experience that balanced brand storytelling with business objectives—bringing together creative, content, UX, and brand strategy to help position Lenovo as a technology and solutions company and thought leader.