Gwen + HP team up

Gwen Stefani and HP have teamed up to deliver a series of products and style sheets people can customize and then print, making greeting cards, photo books and even mini Harajuku dolls that you've altered to look like your friends.

It's a sweet evolution of HP's current suite of photo book stuff. HP seems to have struggled to find its place with younger audiences, including heavy online and mobile phone users, who think graphic design and multimedia are relatively easy skills you can learn in your free time, and this offering seems to get a few steps closer to creating a new kind of appeal.

The designs here are interesting and worth taking--exactly what HP should want to happen. And, it's a brilliant ad--timely, beautiful, culturally connected. It even offers something proprietary: Style sheets that can be used on HP printers.

Imagine if this provocative little arrangement worked to benefit product more and all the pieces were truly customizable. Stealable. I would argue that the designs are the biggest asset here, not Gwen. With so much going on in photo manipulation/customization (check Flatten Me out, for instance), I think HP is going to have to work pretty hard to stay current.

What's actually being offered:













The paper dolls can be totally customized. The "Gwen's designs" are pre-made card designs that are a level deeper into Gwenland. The Sweet Escape book--with only three truly customizable pages (pictured above)--is like a tour book with a few token areas for you to make you own.

I know my friends at HP are working very hard to make an impact with a more global, connected audience, and this is a great step in the right direction! Looking forward to seeing what's next!