HP ColorPRO
HP
Brand Repositioning
HP ColorPRO explores how branding can make performance visible. Faced with rising paper costs and growing skepticism around premium materials, this project repositions HP ColorPRO as press-aligned paper that unlocks speed, quality, and long-term savings. Through a cohesive messaging framework and three distinct conceptual directions, the work connects technical innovation to clear, compelling business outcomes.
Scope
The Challenge
Context
The inkjet paper market is unstable. Prices are rising, supply is unpredictable, and print service providers are increasingly cautious about investing in premium materials.
The problem
HP ColorPRO Paper was perceived as expensive and difficult to source, despite delivering measurable operational savings. The brand needed to shift perception from short-term cost to long-term value.
Goal
Create a brand and messaging system that:
Differentiates HP ColorPRO from commodity paper
Communicates savings, speed, and quality quickly
Builds trust across skeptical, cost-sensitive audiences
Gabrielle Petroka
