HP

As HP sunset its long-standing Partner First program, the company needed more than just a new name—it needed a new way to express its evolving relationship with its channel partners. Designed to serve a diverse, global network across commercial, services-based, and online sales, the new platform would mark a strategic shift toward a more unified, human-centric, and value-driven partnership model. Our goal was to create a name that would work globally, cut through category jargon, and speak not only to scale—but to spirit. The result was Amplify. It’s a name that radiates possibility, momentum, and mutual growth. It doesn’t just reflect what HP offers its partners—it expresses what those partners can achieve in return. Simple and expansive, the name bridges enterprise credibility with human resonance. It’s forward-facing, globally fluent, and emotionally charged—everything a modern channel program needs to be in a business landscape built on relationships. Today, HP Amplify serves as the global language for a partner ecosystem designed to grow louder, smarter, and stronger together.

HP created a cloud-based ecosystem that transforms multifunction printers into workflow hubs—allowing business users to access a range of productivity apps and giving developers the tools to build customized solutions for industry-specific needs. To name this new platform, we developed a strategy that aligned with HP’s broader brand system and ensured the identity could grow alongside the company’s expanding enterprise offerings. The naming needed to do more than label a product—it had to support a scalable, flexible platform with room for future features, third-party contributions, and product evolution. The result was Workpath: a name that conveys motion, adaptability, and purposeful direction. It reflects the platform’s role in helping organizations streamline tasks in real time while positioning HP’s MFPs as dynamic, cloud-connected tools that meet the needs of modern business today and tomorrow.

HP approached us to create a unified naming system to support HP’s most advanced remote workstation solution, centered on power, precision, and the Z brand. The challenge wasn’t just naming a single product, but developing a naming system for four interdependent components, each with its own strategic nuance, internal audience, and technical function. The solution had to feel unified, differentiated, and scalable while staying grounded in the visual and verbal identity of the HP Z Workstation line. Every name needed to reinforce the strength of the Z Workstation brand while communicating each product’s unique value proposition—without creating confusion with cloud or virtualized solutions. That meant no throwaway Zs, no buzzwords, and no overpromising. Just tight, strategically aligned names rooted in clarity and power. We named the flagship platform ZCentral, designed to evoke freedom, flexibility, and centralized access to workstation-grade computing. It’s a lightly suggestive name that reinforces the Z line while clearly positioning the platform as a central hub for high-performance work. ZCentral Connect clearly communicates accessibility and ease. Its enhanced descriptive structure aligns with its core functionality: seamlessly connecting users to their centralized power. HP Z4R, the physical rack-mounted workstation, followed hardware naming conventions to highlight its space efficiency and concentrated power. As a product built for optimized density and scalability, the name remains rooted in precision and clarity—HP Z4R tells you what it is and how it fits. ZCentral Remote Boost preserved decades of brand equity from the original Remote Graphics Software, while elevating its performance promise. “Boost” adds an active, enhanced-descriptive layer that communicates speed, visibility, and seamless performance upgrades—right in line with its user benefit. Together, these four names don’t just fit—they work. Built on a shared system of structure, clarity, and purpose, the ZCentral naming architecture tells a cohesive story across software, hardware, and user experience.

• As HP expanded into cloud-based offerings, it faced a familiar challenge for hardware-driven companies: how to clearly and cohesively position digital services alongside an established portfolio. The opportunity was to express the value of HP’s evolving cloud capabilities—particularly around print and workflow—while maintaining clarity and continuity within the broader brand system. To support this effort, we worked collaboratively with HP to sketch out a high-level structural view of how its brands, sub-brands, and offerings related to one another, ultimately developing a strategic naming approach that considered how the new offering would align with HP’s existing naming conventions and product families. By exploring different naming paths and structures, we helped HP arrive at a solution that balanced familiarity with forward momentum. The framework made room for cloud innovation while preserving the brand equity HP had spent decades building.

HP set out to create a unified printing ecosystem that could bring together smart printers, cloud-based services, and subscription benefits into one connected experience. Designed for consumers and small businesses, the offering would combine enhanced security, remote printing, sustainability features, and exclusive rewards—all while deepening customer loyalty and strengthening HP’s position in the connected print space. We developed a name that could capture both the breadth of the offering and the simplicity of its user experience: HP+. The “+” modifier communicates added value in an instantly recognizable way—signaling more features, more connectivity, and more ongoing benefits. While the symbol is widely used across industries, in this context its familiarity works in the brand’s favor, requiring no explanation while leaving room for future expansion. HP+ now serves as the flagship name for a print experience that’s always connected, always optimized, and always rewarding. 

HP approached us with a dual challenge: name a new high-performance laptop, and bring greater clarity to the broader ZBook portfolio through a more cohesive naming system. The new device required a name that could stand slightly apart from existing models, yet still feel connected to the ZBook line. At the same time, HP saw an opportunity to create a more intuitive structure across its mobile workstation offerings—something that would help both internal teams and customers better navigate the range. We led a focused brand architecture and naming process, mapping multiple pathways that explored everything from incremental changes to a complete reorganization of the portfolio. HP ultimately aligned on a streamlined, tiered approach—one that clearly positioned each laptop according to its performance, audience, and mobility profile. This architecture paved the way for a new set of product names, allowing each device to tell a sharper story while contributing to a more unified ecosystem. We recommended a mix of new names as well as the continued use of existing names within the portfolio. From this architecture came a new generation of names: ZBook Firefly for thin and light mobility, ZBook Power for accessible performance, ZBook Studio and ZBook Create for creative professionals, and ZBook Fury for maximum power users. Each name supports the product’s function while working together as part of a cohesive system. And the new high-performance model, originally built to accommodate third-party technology, was able to shine as part of this revamped lineup—no longer an outlier, but a hero within a reimagined brand story.

• Sometimes a name really needs to just get to the point! We partnered with HP to rename OMEN Command Center, HP’s gaming software that began as a tool for basic performance tuning and hardware customization. But as the OMEN brand expanded, so did the role of the software—adding features like rewards, game-launching, lighting control, and real-time system monitoring. With its new focus on community, content, and player progression, the existing name no longer captured the full experience. The goal was to move away from purely functional or legacy language and toward something more open, gamer-friendly, and energizing—while still staying grounded in clarity. We landed on OMEN Gaming Hub: a name that hits a sweet spot: it’s enhanced descriptive, immediately understandable, and rich with gamer relevance. “Gaming Hub” clearly conveys its role as a central destination for OMEN players—a place where hardware, software, and gameplay tools come together. It’s flexible enough to scale with future features, and bold enough to support OMEN’s brand promise: Play to Progress. With this rename, HP modernized not just the software’s identity, but the way it connects with players—making it easier for gamers to explore, customize, and optimize everything they do.

HP set out to name their breakthrough toner technology designed to make office printing more efficient, cost-effective, and environmentally conscious. This new solution would not only roll out across HP’s toner portfolio, but also serve as a forward-looking identity for eco-minded products and printers to come. The challenge was to build a name that could clearly communicate to office supply decision-makers—those balancing performance needs with budget and sustainability goals—while remaining flexible enough to scale across product categories and marketing use cases. We explored a range of naming directions, from emphasizing savings and simplicity to efficiency and environmental responsibility. The final name, HP TerraJet, delivers on both fronts. “Terra” anchors the name in the language of the planet—evoking sustainability and earth-conscious design, while “Jet” signals power, speed, and advanced print technology using a suffix HP is known for. Together, the name balances approachability with innovation, reflecting a toner system that’s engineered to do more with less: less packaging, less energy, and more value for modern workplaces.

HP turned to us to name a new all-in-one printer tailored for modern households and home-based professionals. This printer isn’t just versatile—it combines office-grade productivity with impressive photo printing capabilities, featuring a built-in photo tray, automatic two-sided photo printing, Wi‑Fi self-healing, and cloud connectivity through HP+ (something we named!) and Instant Ink. Constructed with 45% recycled plastic, it also reflects HP’s commitment to sustainability. We began by reviewing HP’s broader printer naming system and analyzing the market for multifunction solutions that balanced quality with accessibility. We focused on names that felt motivating, easy to understand, and appropriate for everyday users—not overly technical or premium. The final name, HP Envy Inspire, seamlessly extends the Envy line into this next-generation category. “Envy” anchors the printer within HP’s existing premium offering, while “Inspire” injects a sense of creativity, possibility, and approachability. The name speaks directly to how this printer empowers users to learn, create, and connect—effortlessly elevating everyday printing into a richer experience.