CLIENT
Hewlett-Packard
via Transmission, a B2B Agency

ROLE
UX Strategist & Visual Experience Lead (Narrative Framework, Art Director, UI Designer)

THE CHALLENGE
HP needed a series of landing pages tailored to the different verticals (Federal, Military, Healthcare) aligned with a new brand style guide. The goal was to showcase relevant products and services through a user journey that felt credible, visually aligned, and contextually relevant for decision-makers.

THE SOLUTION
Partnering with Transmission’s Account, Creative, and Project Management teams, I developed a vertical-specific UX strategy that guided both structure and storytelling.

Key deliverables included:

• A narrative framework crafted to reflect industry needs and pain points
• Photo art direction aligned with HP’s updated brand guidelines and tone
• Low and high-fidelity wireframes to support internal reviews and development handoff
• A modular layout system that could be adapted across additional verticals (e.g., Education)
• The process combined audience-specific storytelling with design system fluency—ensuring the final product stayed brand-consistent while engaging a highly specific buyer persona.

THE OUTCOME

• Delivered a vertically tailored landing page aligned with HP’s refreshed brand system
• Produced visual and structural templates for reuse across other industry segments
• Strengthened HP’s positioning in Government programs through design and narrative precision
• Accelerated design-to-dev timeline by creating high-fidelity, implementation-ready wireframes
• Enabled better cross-team collaboration via annotated assets and design system fluency