LENOVO

Turning complex tech into human experiences

Role: Creative Concept · Campaign Strategy · Creative Direction · Art Direction · Brand Communications · Campaign Design · Copywriting · AI Creative Direction (Assisted by Giles)

Across a series of UK events and retail environments, Lenovo’s experiential presence was shaped across education, business technology and consumer contexts.

Complex product ecosystems were translated into clear, engaging physical experiences, combining narrative-led spatial thinking with functional event design to support demonstration, engagement and commercial outcomes at scale.

Deliverables:

Integrated Campaign • Brand Communications • Retail Communications • Digital Campaign • Social Campaign • Motion Content • Campaign Assets

Hermes Creative Awards:
BETT Stand: Winner - Platinum

MarCom Awards:
BETT Stand: Winner - Gold

Hermes Creative Awards:
Pop-Up Store: Winner - Gold

MarCom Awards:
Pop-Up Store: Winner - Platinum

BETT 2020: RISE UP

A fully immersive stand experience positioning Lenovo as a catalyst for educational transformation, framing technology as an enabler of progress for educators and students.

“Rise Up” translated Lenovo’s education proposition into a journey of ambition and change, guiding visitors through exploration, capability and achievement. The environment combined dedicated zones for esports, demos, partners and presentations within a clear, navigable spatial structure.

BETT 2019: Imagine. Explore. Discover.

A science-led experiential stand developed in partnership with the National Museums of Liverpool, positioning Lenovo within a world of curiosity and discovery.

The environment translated Lenovo’s education solutions into a 360° learning experience, combining interactive product zones with narrative-led storytelling inspired by scientific exploration. Designed for visibility and accessibility from all sides, it balanced immersion with lead generation.

BETT 2018: Different educates better

An early expression of Lenovo’s education presence at BETT, focused on adaptability in evolving classroom environments and future-facing learning needs. The stand introduced a more experiential approach to Lenovo’s education solutions, moving beyond product display into a narrative-led environment that prioritised clarity, accessibility and brand visibility.

Future Decoded 2019: Thinkshield

A stand experience for Microsoft Future Decoded positioning Lenovo as a leader in secure, future-ready business technology.

Built around the ThinkShield campaign, the design translated Lenovo’s security portfolio into a layered physical environment, using architectural “protection pillars” to express a 360° approach to digital security.

The space framed security as adaptive and always-on, guiding visitors through Lenovo’s approach to protecting devices, data and infrastructure across evolving threats, while balancing brand impact with product demonstration.

Lenovo Gallery: Retail Pop-Up

A retail pop-up experience, developed in partnership with Amazon, designed to showcase Lenovo’s latest consumer range through a contemporary shopping environment.

The space translated traditional retail flow into a more expressive brand-led journey, using clear zoning between notebook and gaming products, hero displays and curated colour accents to guide customer movement and discovery.

The design balanced clarity and functionality with a more playful visual language, creating a gallery-like retail experience that highlighted Lenovo’s innovation while maintaining an intuitive and commercially focused shopping structure.