STATEMENT OF PROBLEM

HP identified a significant gap in its retail visibility across Nigeria. Despite being a trusted global technology leader, its in-store branding within partner outlets had become outdated and lacked alignment with the company’s refreshed global artwork. This disconnect not only reduced brand recognition but also limited awareness of HP’s broad product portfolio—including consumer computing, printing, supplies, and accessories. Without a revitalized retail presence, HP risked losing top-of-mind visibility and customer engagement in key markets.

SOLUTION

To address this challenge, HP initiated a retail branding refresh across strategic partner stores in Nigeria. The initiative was designed to enhance brand visibility, spotlight the product portfolio, and ensure a consistent global identity across local retail environments. Working with Brandlife, the execution focused on transforming partner outlets into engaging, visually appealing spaces that communicate HP’s modern, innovative spirit while reinforcing trust and recognition among customers.

BREATH OF DEPLOYMENT

The facelift was rolled out quarterly from FY24 through FY25, ensuring sustained brand relevance and continuous visibility across multiple consumer touchpoints. Coverage extended to Lagos, Abuja, and Delta, three major Nigerian hubs for retail activity. Partner stores included Spar, Westgate, Delawtech, Foretec, Mojoy, Dreamworks, and Maxitech. By spreading deployment over multiple quarters, HP not only refreshed existing stores but also maintained consistent alignment with its evolving global branding standards.

CONTENT ELEMENT

The rebranding exercise combined creative design with functional placement to maximize in-store impact. The Brandlife team conducted reconnaissance visits to each partner store to assess existing setups and identify key branding opportunities. Following alignment with store partners and the development of detailed mockups for approvals, deployment was executed. Branded collaterals included:

• Wall bays
• Roof branding
• Display table branding
• Pillar branding
• Shelf branding
• Wall drapes

These elements ensured comprehensive visual coverage, from entry points to product display areas, strengthening both visibility and customer engagement.

CONCLUSION

This initiative underscored HP’s commitment to collaboration and partnership. By working closely with retail partners, HP ensured that the branding refresh not only met global guidelines but also addressed the specific needs of each outlet. The stores benefited from enhanced aesthetics and stronger consumer engagement, while HP reinforced its leadership as a trusted technology brand. Ultimately, the project demonstrated the power of synergy between global vision and local execution, paving the way for greater market impact and sustained growth in Nigeria.

This initiative underscored HP’s unwavering commitment to retail excellence and local relevance. By collaborating closely with retail partners, HP not only ensured that every outlet aligned with its global brand identity, but also revitalized the customer experience across Nigeria’s top-performing cities. The result was a dynamic in-store presence that reflected HP’s innovation, reliability, and forward-thinking positioning.

The successful rollout was executed in partnership with Brandlife Nigeria, HP’s trusted experiential marketing agency, headquartered in Lagos. With on-ground expertise and a deep understanding of retail ecosystems, Brandlife Nigeria brought HP’s global vision to life through tailored, high-impact retail experiences. This effort further reinforced Brandlife’s role as a key player in technology-driven brand activations across West Africa.

In addition, Brandlife Kenya, the agency’s East African arm, continues to support similar retail transformation initiatives, ensuring consistency across multiple African markets. Together, Brandlife Nigeria and Brandlife Kenya exemplify how regional marketing excellence can translate global brand standards into localized impact—driving visibility, engagement, and sales for category leaders like HP.