Lenovo makes a functional, powerful and sexy product – YOGA. But without the marketing budget of Samsung or Apple, they needed to make it stand out against rival PCs and tablets. iPad (a competitor) and YOGA both have sleek, progressive designs and careful attention to details. But here’s the difference. iPad is an up/down, horizontal/vertical device. YOGA has dozens of possibilities in how it occupies physical space due to it’s very flexible design.
The solution was to translate the physical nature of the product into a positioning. Because YOGA has more dimension, you get a richer, more personalized experience. Visually we evolved the branding using graphics like red panels and angled copy to create a sleek reimagining of the product that expresses pushing physical boundaries – and challenging the status quo.