Over the last 5 years or so, I’ve worked with HP and others on product development and naming. My work in this process includes co-developing go-to-market strategies, brand architectures, source messaging, and naming protocols that guide future product introductions.

I came up with Firefly for the new, ultra mobile Zbook workstation from HP.



Though other brands were well-established in the category, within the first 12 months, Sprocket became the world’s best selling ‘pocket’ printer, got unprecedented earned media coverage, and was extended into a full product line.



HP Stitch
For HP’s Graphics Services Business, I named a new sub-brand representing HP’s portfolio of textile printers.  I also created a product naming  architecture, moving HP to simpler, more intuitive model IDs.



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For HP Accessories, I came up with the name for this device-charging backpack. 



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I developed the name and tagline for HP’s B2B tech blog.



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Rebrand and tagline for (FKA) Treehouse International.