© Copyright 2016 HP Inc. The information contained herein is subject to change without notice.

Doris Brown-McNallyHP Inc. | WW Brands Innovation Managerdoris.brown@hp.com | (732) 429-4950

HP SmartStream D4DDesigner for Designers

© Copyright 2016 HP Inc. The information contained herein is subject to change without notice.2© Copyright 2018 HP Inc. The information contained herein is subject to change without notice.2

Background & Trends

marketing media in front of consumers. Procter & Gamble has referred to factors such as the FMOT (“first moment of truth”), the point when a package on a store shelf first attracts the attention of a consumer.Digital print technology enables brands and design agencies to benefit from personalization, customization, increased relevance & delivering more engaging design led experiences with their target consumers via product packaging

Recent years have seen wholesale changes in consumer behavior, which have taken place concurrently with the adoption of digital printing and the proliferation of brand communication channels.Consumers’ relationships with brands, and thus with packaging, have also been transformed, and brand owners & design agencies have had to adapt.Packaging is developing a role as an engaging form of

© Copyright 2016 HP Inc. The information contained herein is subject to change without notice.3© Copyright 2018 HP Inc. The information contained herein is subject to change without notice.3

HP SmartStream Designer & HP SmartStream D4D

HP SmartStream Designer – for printers and converters

HP SmartStream Designer is an easy-to-use and powerful variable data printing (VDP) tool enabling HP Indigo digital press owners to provide sophisticated high value jobs and personalised campaigns. Based on industry-standard tools, HP SmartStream Designer includes a design software plug-in for Adobe Illustrator®, that you can use to conveniently personalize any print job’s images, text, and colors—creating virtually unlimited variations of the design—to maximize impact.

HP SmartStream D4D – for creatives and designers

HP Smartstream D4D is a simplified version of the full HP Smartstream Designer platform, along with a series of training tools, aimed at supporting creatives and designers to design for digital print. They provide simplified access to the same type of design functionality enabling personalization or customisation of print jobs for up to 20 records through varying images, text and colour. It is available as a plug-in to Adobe Illustrator® for both Mac and PC platforms fully enabling designers to harness the power of HP digital print.

© Copyright 2016 HP Inc. The information contained herein is subject to change without notice.4© Copyright 2018 HP Inc. The information contained herein is subject to change without notice.4

What can be done with HP SmartStream D4D?

HP MosaicUse an algorithm to randomly create unique design outcomes from a seed file

Edge Printing/Spine PrintingUse a single image and divide into individual “slices” to appear across multiple printed outputs (i.e. book spines or corrugate boxes)

Security SolutionsIncluding micro-text, micro QR, void pantographs, security fonts, Guilloché

Location MapsUse a design template to “drop in” variable location maps from a database

Barcodes: TEC-IT Barcode Studio, IDAutomation

A software plug-in for Adobe Illustrator®, HP SmartStream D4D makes it possible to personalise any job with images, text and designs for maximum impact. Design capabilities include:

Variable Images/Text/ColoursUse a design template to “drop in” variable text/imagery/colours from a database

Collage : Coming Soon!

© Copyright 2016 HP Inc. The information contained herein is subject to change without notice.5© Copyright 2018 HP Inc. The information contained herein is subject to change without notice.5

Why we developed HP Mosaic…

Back in 2013, while developing the technology that enabled the “Share-A-Coke” campaign for Coca-Cola®, Coke posed a simple question to HP:

“Would it be possible to generate packaging where every single package would be individual, unique, one of a kind?”

This challenge started a year-long development project within HP’s Indigo development team. In 2014, we shared with Coke a new design software tool called Mosaic.

Coca-Cola®Share-A-Coke Campaign

Diet Coke®Extraordinary Campaign

Shortly after, this sharing, the Diet Coke Extraordinary campaign hit the market, breaking through the glass wall of Mass Customization, it was followed by the Diet Coke “It’s Mine” campaign.

HP SmartStream Mosaic is a dynamic hyper-customization application which generates millions of unique, reproducible graphic designs within specific graphic themes. With Mosaic, VDP (Variable Digital Print) moves beyond substituting text, static photos, and messages to easily producing exclusive graphic designs for each recipient/product.

Diet Coke®It’s Mine Campaign

View Video View Video View Video

© Copyright 2016 HP Inc. The information contained herein is subject to change without notice.6© Copyright 2018 HP Inc. The information contained herein is subject to change without notice.6

So what specifically is HP Mosaic?

HP Mosaic is a Dynamic Personalization option for HP SmartStream Designer. The application is a random image generator. It creates unique PDF output files based on a vector based seed file template. The vector based seed file should have square dimensions (equal height and width). The Mosaic application takes the seed file as input and then generates a large number of variations on the file by transforming it — scaling, transposition, and rotation —randomly. The output are used as variable image assets in the graphic design of Variable Data Print jobs.

Seed Design File

Random AlgorithmSelections created by Mosaic Software

© Copyright 2016 HP Inc. The information contained herein is subject to change without notice.7© Copyright 2018 HP Inc. The information contained herein is subject to change without notice.7

Brand uses of HP Mosaic

Since it’s release, HP SmartStream Mosaic’s design capabilities have been used by Brands & Designers across the world.

Bud Light® used it for their Mad Decent Concert Series producing over 200,000 unique “This Bud’s for you” experiences to their concert goers.

The cover of Brand Matters magazine used Mosaic to show their subscribers what the concert goers experienced by creating Personalized Mosaic Covers.

Kraft/Heinz ® showed the world that even at 100 years old Mr. Peanut ® was still current with their Birthday campaign.

Nutella® treated their consumers by producing millions of jars, changing their package decoration from just simply a branding vehicle, to a limited edition art, with their Unicacampaign.

And those are just a few examples of how brands are using Mosaic to delight, connect and attract consumers.

View Video

Bud Light®Mad Decent Campaign

Mr. Peanut®100th Birthday Campaign

View Article

Diet Coke®Unica Campaign

View Article

© Copyright 2016 HP Inc. The information contained herein is subject to change without notice.8© Copyright 2018 HP Inc. The information contained herein is subject to change without notice.8

HP / Silas Amos / Yarza Twins / Smirnoff - Every One the Same, Every One Different

In 2017 HP collaborated with the award-winning designers, the Yarza Twins, Silas Amos, and Smirnoff to launch the pilot programme & Training materials of HP SmartStream Designer for Designers (D4D). Inspired by the classic Smirnoff No. 21 brand values of diversity and inclusivity, the Yarza Twins designed 21 characters along with 21 hats and 21 bodies. These design elements were ‘shuffled’ using HP SmartStream D4D so that each design outcome was totally unique. The HP Mosaic component of the software was also used to take one single design that celebrates the famous eyebrow silhouette of the

Smirnoff label and adapt it by zooming, rotating, switching colours to create endless unique, eye catching outcomes. These unique designs were then used across a wide range of HP printing technologies to produce items like bottle shrink sleeves, bottle labels, corrugated boxes, point of sale, posters, chair wrappings, wallpaper, t-shirts and, all of which were on display at the launch party hosting over 120 attendees who were offered 3 month trial of “Free to Download” D4D software as a pilot project.

© Copyright 2016 HP Inc. The information contained herein is subject to change without notice.9© Copyright 2018 HP Inc. The information contained herein is subject to change without notice.9

D4D Awards

This project has been awarded a D&AD Pencil in Innovative Packaging Design 2018

"These are really exciting times for designers. HP SmartStream D4D opens up new opportunities for

us to show our creative potential to clients and puts us at the cutting edge of design innovation.“

- Marta Yarza

It also received a Creativepool Award:Creativepool Graphics 2018 - People's Choice winner

© Copyright 2016 HP Inc. The information contained herein is subject to change without notice.10© Copyright 2018 HP Inc. The information contained herein is subject to change without notice.10

Creative & Designer Inspiration Videos - Understanding the basics of HP D4D[Click on Images to be redirected to videos]

© Copyright 2016 HP Inc. The information contained herein is subject to change without notice.11© Copyright 2018 HP Inc. The information contained herein is subject to change without notice.11

Technical click by click videos - HP D4D Step-by-Step Guide for Usage[Click on Images to be redirected to videos]

© Copyright 2016 HP Inc. The information contained herein is subject to change without notice.12© Copyright 2018 HP Inc. The information contained herein is subject to change without notice.12

Technical click by click videos - HP D4D Step-by-Step Guide for Usage[Click on Images to be redirected to videos]