Project

HP Studio

2022–2026
Design Management Branding Advertising

Design Management
at Scale

Rebuilding a global creative org. Shaping HP's new visual identity. Leading lifestyle production across continents. From 40 in China to 17 worldwide — building teams that deliver.

重建全球创意组织。参与塑造惠普全新视觉识别。跨洲主导生活方式影像制作。
从中国区 40 人到全球 17 人——组建能打硬仗的团队。

Brand Upgrade

The Blueprint Behind the Blue.

When HP embarked on its biggest global brand refresh in years, I wasn't just a spectator. My cross-disciplinary background — spanning architecture, advertising, and digital product design — shaped how I contributed to the new VISID framework.

The result? A system that didn't just look good in a deck — it worked in the wild.

当惠普启动近年来最大规模的全球品牌焕新时,我并非旁观者。跨建筑、广告、数字产品设计的背景,让我在新 VISID 框架的构建中有了独特的切入点。

结果?一个不只是 PPT 里好看、更经得起真实场景检验的系统。

VISID 1
VISID 2
VISID 3
VISID 4
VISID 5
VISID 6
VISID 7
VISID 8
VISID 9
Selected pages from HP's new VISID guideline.
Partnership

HP Blue in a Ferrari Red World.

When HP became a major partner of Scuderia Ferrari, we faced a design paradox: how do you co-brand with the most iconic red in motorsport — without losing your own blue?

The answer wasn't compromise. It was a new visual language. Ferrari brought the speed. We brought the clarity.

当惠普成为法拉利车队的主要合作伙伴时,我们面临一个设计悖论:如何与赛车界最具标志性的红联名——同时不丢失自己的蓝色?

答案不是妥协,而是一种新的视觉语言。法拉利带来速度。我们带来清晰。

Instagram UI

HP Mail Builder.

Outlook was never kind to designed emails — yet the demand for them, inside and outside HP, never stopped growing. Raw rendering and broken layouts became a long-standing headache for both marketing and design.

So I built the answer myself — independently designed and vibe-coded with AI. HP Mail Builder is a local, WYSIWYG editor that lets anyone assemble email templates perfectly compatible with Outlook and fully compliant with HP's VISID.

No more rogue designs. No more broken emails.

Outlook 对邮件设计限制颇多——但公司内外对邮件设计的需求从未停止增长。原始的渲染与错位的排版,是市场部和设计部共同的长期痛点。

于是我独立设计了答案——用 AI vibe coding 亲手构建。HP Mail Builder 是一个本地运行的所见即所得编辑器,让每个人都能轻松搭建完美适配 Outlook、并完全符合惠普 VISID 的邮件模板。

再无千奇百怪的设计,再无排版错位的邮件。

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Future of Work Bulletin
Sharing the latest external insights, opinions, and news from around the world on the Future of Work
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This edition’s thread: AI gets the credit — and the blame — for everything happening at work right now. This edition complicates that story.
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Future of Work Bulletin
Sharing the latest external insights, opinions, and news from around the world on the Future of Work
This edition’s thread: AI gets the credit — and the blame — for everything happening at work right now. This edition complicates that story: America’s productivity boom may owe more to flexible work than to AI, and global attitudes remain far more ambivalent than the hype suggests.

US productivity has grown roughly 2% a year for five years, double the rate of the 2010s.

Learn more

The income and generational gradient in who benefits mirrors the divide in HP’s WRI and the FT inequality data from earlier editions.

Learn more
Wharton convened its annual AI and the Future of Work conference last week, and the paper titles reveal where the academic frontier has moved.
Learn more
Global media coverage of the launch was overwhelmingly positive, positioning HP as a leader in the AI PC category and reinforcing its premium brand credentials.
Learn more
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主题Future of Work Bulletin
This edition’s thread: AI gets the credit — and the blame — for everything happening at work right now. This edition complicates that story: America’s productivity boom may owe more to flexible work than to AI, and global attitudes remain far more ambivalent than the hype suggests.
Future of Work Bulletin
Sharing the latest external insights, opinions, and news from around the world on the Future of Work

US productivity has grown roughly 2% a year for five years, double the rate of the 2010s.

Learn more

The income and generational gradient in who benefits mirrors the divide in HP’s WRI and the FT inequality data.

Learn more
Production

Behind the Product.

Directed lifestyle photography and B-roll production for HP Print across Asia, Europe, and China. The brief was always the same: products in real life — natural, unposed, effortless.

I led the creative direction from casting to final cut, ensuring every frame stayed true to HP's global voice while resonating locally.

为惠普打印业务主导亚洲、欧洲和中国地区的生活方式摄影与 B-roll 制作。需求始终如一:产品融入生活——自然、不做作、毫不费力。

我从选角到最终成片全流程把控创意方向,确保每一帧在忠于惠普全球声音的同时,与本地产生共鸣。

0:00 / 0:30
Lifestyle B-roll — Directed for HP Print, Asia & Europe.
Recognition

What They Said.

Five creative leaders from HP's global team. Not local. Not my boss. The people I shipped work with across time zones.

五位来自惠普全球团队的创意领袖。不是本地同事,不是直属上司。是那些跨时区与我并肩交付的人。

"Yun is a steady presence… He consistently adapted to meet and exceed the new opportunities and challenges."
"云是一个稳定的存在……他始终适应并超越新的机遇和挑战。"
Robert Webber
Robert Webber HP Head of HP Studio
"What sets Yun apart is his ability to combine strong creative instincts with a deep commitment to brand stewardship and craft."
"云的与众不同在于,他能将敏锐的创意直觉与对品牌守护和工艺的深度承诺相结合。"
Kim Fahrenfeld Church
Kim Fahrenfeld Church HP Studio Creative Operations Leader
"No matter how many curveballs were thrown our way, he always found a solution while keeping the creative vision intact."
"无论遇到多少变数,他总能找到解决方案,同时保持创意愿景的完整。"
Alix Duhon
Alix Duhon HP Creative Lead · Worldwide
"Yun leads by example, adapts quickly, and elevates the performance of those around him."
"云以身作则,快速适应,并提升身边每一个人的表现。"
Kiran Boberoi
Kiran Boberoi HP Studio Head of CGI
"Your work is top-notch. Design work is all about the details and being methodical, organized, and thoughtful."
"你的作品是顶级的。设计工作全在于细节——有条不紊、井然有序、深思熟虑。"
Patricia Sanchez
Patricia Sanchez HP Brand Creative Director · Worldwide