Lenovo legion

campaign

For Lenovo’s release of their 9i Legion gaming laptop, we were tasked with the challenge of creating refreshed brand assets that worked around the brand platform “Reach Your Impossible”. The key objectives of the campaign were: to elevate Lenovo’s standing as a go-to choice within the gaming community, utilize research-backed visual approaches that resonate with Gen Z, and position gaming as a legitimate pursuit that requires dedication, skill, and commitment similar to traditional physical sports.

To achieve these objectives we chose to utilize gritty textures (often seen in campaigns for athletics) to symbolize the challenging and imperfect process of growth and relentless pursuit of becoming a better gamer. Additionally, we expanded upon Lenovo’s color palette to captivate the attention of Gen Z audiences and their interest in
vibrant colors.

After the clients selected my design direction for the campaign I built out a library of custom backgrounds, textural ornaments, and lighting effects which are now being rolled out on a global scale in over 60 countries.