At the same time as the design service centralisation, HPE was also undergoing a major rebrand. This involved unifying the design identity across the parent company and multiple subsidiary brands acquired in recent years, including Aruba Networks. The challenge was not only to adapt existing Aruba collateral to the new HPE brand identity but also to create new technical documents that maintained visual consistency and communicated complex networking concepts effectively.

As a senior designer, I took the lead in scaling up capacity by expanding my team to three designers. I mentored and trained the new team members, ensuring they quickly gained proficiency with the updated brand guidelines and project management tools. Working closely with HPE’s internal project managers, I helped establish an efficient workflow that allowed the team to meet deadlines while maintaining high design standards.

Despite the new HPE brand guidelines being more restrictive than the previous Aruba branding, I identified creative ways to work within these constraints to enhance visual impact and clarity. For example, in technical solution overviews, I used structured layouts, clear iconography, and consistent colour coding to simplify complex information and create a more intuitive user experience.

By embedding myself as a key member of the new centralised design team, attending regular strategy meetings, and advising on best practices, I helped create a cohesive design approach that aligned with HPE’s new brand identity. The success of this transition was reflected in improved project turnaround times, positive feedback from internal stakeholders, and a more streamlined approach to global marketing design.