Ria Scureman Designs
X1 Fold
Vision
Events
Gaming

X1 Fold Global Launch

( _The Challenge )

Lenovo was unveiling the world’s first foldable PC, the X1 Fold, and needed a digital experience that matched the innovation of the product.

The microsite had to capture attention, communicate complex product features clearly, and stand out in a highly competitive technology market, all under an accelerated launch timeline.

The X1 Fold introduced an entirely new product category for Lenovo that required a custom premium aspirational web that was engaging, compelling and informative. Design decisions were made with confidence and speed from a solid groundwork of experience and creative vision. This was a high stakes, high-visibility global launch running on a tight timeline, requiring extra attention to detail and collaboration across product, marketing, and development teams.
Lenovo ThinkPad X1 Fold campaign visuals featuring product UI design and WebAward trophy.
( _The Solution )

We designed a responsive, immersive microsite that showcased the X1 Fold’s foldable screen and versatility through bold visuals, interactive storytelling, and fluid UI transitions.

By aligning closely with Lenovo’s product and marketing teams, the site balanced high-impact visuals with performance and accessibility standards, ensuring a seamless experience across devices.

Lenovo ThinkPad X1 Fold campaign page displayed within laptop frame mockup.
We iterated quickly using Adobe XD prototyping tools, which enabled a clearly articulated, high quality design to hand off to development, keeping the accelerated timeline on track. Every component was built with responsiveness and accessibility in mind, ensuring the Lenovo X1 Fold global launch web experience met high expectations and performed at the same premium level across markets and device types.
Campaign homepage design introducing the world’s first foldable PC, Lenovo ThinkPad X1 Fold.
( _Our Role )

Visual design, UX layout, + interaction design

Art direction for campaign assets + brand alignment

Prototyping + responsive design in Figma

Collaboration and alignment with UX, dev and marketing teams

Creative leadership under tight launch deadlines

Ria Scureman led the visual design and creative direction for the Lenovo X1 Fold global launch microsite from concept through launch. The project required us to work quickly and efficiently in tandem with several global internal teams in order to meet critical KPIs as well as the high expectations of senior-level leadership, product managers, and stakeholders. This is where senior-level creative leadership, fast decision-making, and the ability to define a visual language come together at the enterprise level for a successful global product launch for an innovative new product.

The X1 Fold launch proved our ability to lead high-stakes, award-winning digital projects that merge visual innovation with enterprise-level execution.

Exploded view of Lenovo ThinkPad X1 Fold hardware layers and internal engineering.
Lenovo ThinkPad X1 Fold case study page layout with lifestyle image and design narrative.
Lenovo ThinkPad X1 Fold partially folded showing Windows interface on flexible display.
This project showcased our ability to deliver a finished product that exceeds expectations under pressure in a complex, fast-moving enterprise environment. The Lenovo X1 Fold global launch project is exactly the kind of proof point that matters for enterprise teams looking for a design partner who can define creative direction with confidence, lead without hand-holding, and deliver within tight timelines. The 2020 Web Award for Outstanding Achievement in Web Development for Best Computer Hardware Website, Best Marketing Website, and Best Technology Website is independent validation of the quality and impact of this work.
Sketch of the Web Award trophy.

Web Award Winner
for Outstanding Achievement in Web Development:
Best Computer Hardware Website
Best Marketing Website
Best Technology Website
Lenovo ThinkPad X1 Fold
Lead Web Designer: Ria Scureman
Web Marketing Association, Sept. 2020

‍

( _The Result )

Delivered the award-winning Lenovo X1 Fold microsite

Elevated Lenovo’s brand visibility during a high-profile global launch

Enhanced usability and storytelling across devices with responsive design

Streamlined design-to-dev handoff, reducing iteration time

Strengthened executive trust by delivering a pixel-perfect, on-time launch

WebAward 2020 recognition for Lenovo ThinkPad X1 Fold marketing website.
The Lenovo X1 Fold microsite designed by Ria Scureman went on to win the 2020 Web Award for Outstanding Achievement in Web Development across three categories, a distinction that reflects both the quality of the design and its measurable impact on Lenovo's brand presence during one of the company's most high-profile global product launches.

Ecommerce Vision Design Concept

( _The Challenge )

Lenovo’s senior leadership sought to reimagine the Lenovo.com eCommerce experience.

The goal: Build a bold new vision for how product detail pages and the overall customer journey could evolve. They needed a forward-looking design concept to help pitch this future experience to stakeholders across the business.

The Ecommerce vision concept was a high-stakes, high-visibility strategic initiative driven directly by senior leadership. The design concept had to be visually stunning and creatively engaging in a new, ground-breaking format that presented core Lenovo products in a way that combined marketing dazzle with an ecommerce shopping experience that remained grounded in real user needs. The work had to be compelling enough to align stakeholders across multiple business units and land with clarity and conviction in the boardroom as well as in the browser.
Lenovo Yoga Pro 9i product detail page design on Lenovo.com with 360-degree product view and purchase panel.
( _The Solution )

We developed a modern, visually compelling design that balanced bold storytelling with usability and performance.

By combining innovative layouts, immersive product presentation, and scalable component design, the Lenovo Vision prototype demonstrated how Lenovo.com could simplify complex product stories while elevating brand presence.

Lenovo ThinkPad X1 campaign visual emphasizing durability and MIL-STD reliability standards.
We developed high-fidelity Figma prototypes for product page templates that gave stakeholders a clear and tangible picture of the proposed future experience. Scalable AEM components were designed in parallel to demonstrate that this aspirational vision was actually achievable within Lenovo's existing enterprise infrastructure. The result was a stunning visual design concept that retained purpose and scalability.
Lenovo laptop lineup showcased against stylized canyon background with high-impact product visuals.
( _Our Role )

Directed the creative exploration for the new experience

Established design vision and visual storytelling direction

Designed user-centered Figma prototypes for product templates

Created scalable AEM components to accelerate workflows

Partnered with internal teams to align strategy with execution

Ria Scureman led the creative direction and visual design for the Lenovo Ecommerce Vision concept project from the beginning seeds of an idea, through initial strategy, design prototypes, and final prototype delivery. We worked closely with Lenovo's internal brand, UX, product and marketing teams to align with stakeholders and translate a loosely defined ambition into a solid, deliverable design concept.

This Vision project showcased our ability to define and lead the creative vision for enterprise level eCommerce transformation.

Lenovo IdeaPad campaign hero featuring skier in motion emerging from laptop screen.
Lenovo X1 Carbon campaign page highlighting smart design and performance on gradient background.
The Vision project required we take an ambiguous brief, apply strategic clarity and creative confidence to turn it into a prototype that exceeded leadership expectations. It proved our ability to be a real design partner who can work fluidly across enterprise teams under significant internal scrutiny.
Photoshop workspace showing robot campaign artwork composited into a Lenovo monitor screen mockup.
( _The Result )

Provided Lenovo with a design concept to guide eCommerce strategy

Strengthened cross-team collaboration with internal & external teams

Created a user-centered prototype that exceeded leadership expectations

Reinforced our position as the go-to team for high-priority projects

Recognized internally for leading the Vision project

Lenovo corporate logo in red and white brand colors.
What began as a forward-looking design exploration became a credible strategic asset that shaped how Lenovo's eCommerce teams thought about the future of Lenovo.com and the direction of its product detail page experience. The Lenovo Vision prototype delivered by Ria Scureman exceeded leadership expectations and earned internal recognition across the organization.

Lenovo Events

( _The Challenge )

Lenovo’s flagship global events required web experiences that could match the scale, prestige, and innovation of a world-leading technology brand.

Each event demanded rapid execution, visual excellence, and absolute brand consistency while supporting complex content, global audiences, and executive visibility.

Events like CES, MWC, Tech World, and IFA are high-profile, globally watched moments that carry enormous brand weight for a company like Lenovo. Every design decision we make reflects directly on the brand, with zero margin for error, so our focus was to deliver web experiences that would perform at the highest level. Successfully launching these microsites at this level of visibility meant we needed to work efficiently under immovable deadlines and coordinate efforts across global teams.
Lenovo CES event website design displayed on tablet with city light background.
( _The Solution )

We designed visually compelling, highly structured web experiences that elevated Lenovo’s global presence while maintaining performance, accessibility, and brand integrity.

Each event experience balanced bold storytelling with modular web design systems, allowing Lenovo teams to efficiently scale content across markets without sacrificing quality or consistency.

Lenovo event web page layout variations showcasing modular headline and product components.
We gave Lenovo's internal teams the flexibility to scale efficiently with reusable Figma assets and AEM components that were designed and built to support rapid content deployment across global markets. Design decisions were grounded in both visual impact and operational practicality, ensuring that what looked stunning in the browser also performed reliably under the pressures of high-traffic global event windows.
Silhouette figure walking through illuminated vertical light installation for Lenovo CES experience.
( _Our Role )

Led design direction for high-profile global event experiences

Designed systems and components for rapid global deployment

Partnered with UX, marketing, and dev teams to align vision

Translated event insights into impactful web storytelling

Delivered polished, enterprise-ready designs within tight timelines

Ria Scureman served as the lead designer for Lenovo's most high-profile global event web experiences, including CES, MWC, Tech World, and IFA. Each engagement required fast ramp-up, clear creative direction, and tight collaboration with Lenovo's internal brand, UX, marketing, and development teams to deliver polished, brand-consistent experiences on time and at enterprise scale.

These events projects demonstrate our ability to lead enterprise-scale web design initiatives where brand reputation, operational efficiency, and global visibility are critical.

Lenovo CES retail activation display inside storefront featuring branded event signage.
Event analytics graphic showing 221.4K total impressions and 73,804 average weekly impressions metrics.Event analytics graphic showing total impressions and average weekly impressions metrics.
Tablet mockup displaying Lenovo CES campaign visual with motion city backdrop.
Serving as Lenovo's consistent go-to design lead for events of this caliber year after year across multiple flagship global stages is a direct reflection of the trust and reliability we earned by maintaining a visionary approach along with high-quality delivery. With over 221,000 total impressions and an average of 73,804 weekly impressions across these experiences, the impact of this work extended well beyond the design file.
Lenovo Innovation World event website visuals featuring AI, product highlights, and countdown banner.
( _The Result )

Delivered web experiences for Lenovo’s most visible global events

Strengthened Lenovo’s brand perception through premium storytelling

Enabled faster production and launch through reusable AEM components

Drove record engagement for CES and MWC with immersive experiences

Reinforced executive trust by delivering high-stakes projects on time

Lenovo laptop product render displaying two back-to-back open laptops tilted on their front edges.
Ria Scureman consistently delivered web experiences for multiple years and multiple flagship global events th at always cleared the bar set by Lenovo's senior leadership. The combination of premium visual design, modular component systems, and disciplined cross-team collaboration produced event web experiences that performed at the highest level when it mattered most.

Lenovo Gaming Aspirational Campaign

( _The Challenge )

Lenovo Gaming needed a visually bold, aspirational campaign that could break through a crowded gaming market and reposition the brand through originality and creative distinction.

The web experience had to move beyond standard product presentation and rely on impactful visuals, custom graphics, and a strong design point of view while still meeting enterprise-level standards for scale and performance.

Standing out in the gaming market requires a genuine point of view as well as polished production. Lenovo Gaming needed a campaign that felt culturally credible and visually fearless while still operating within the guardrails of a global enterprise brand. Getting that combination of creative ambition and enterprise discipline right required both creative confidence and a deep understanding of Lenovo's brand standards.
Lenovo gaming laptop hero visual featuring RGB keyboard and cinematic cityscape on display.
( _The Solution )

We delivered a high-impact web campaign shaped by striking composition, bespoke graphics, and fearless creative concepts.

The experience emphasized strong visual hierarchy and immersive storytelling, allowing Lenovo Gaming to present itself as a premium, performance-focused brand with a clear creative edge. The design system supported flexibility while preserving the integrity of the visual vision across regions and platforms.

Illustrated gaming characters layered over Lenovo Legion laptop for immersive campaign visual.
Custom visual assets gave the campaign a distinct identity that set it apart from anything previously done for Lenovo Gaming. The strategic design impact and campaign integrity was maintained across scalable components and layouts within a component-based design system that ensured that the powerful new creative vision could be deployed consistently across global markets.
Photoshop workspace showing astronaut character composited into Lenovo gaming laptop screen.
( _Our Role )

Led visual creative direction for the global gaming campaign

Built scalable layouts and components to support global rollout

Designed custom visual assets to differentiate the campaign

Collaborated with Lenovo gaming marketing & product teams

Delivered polished, enterprise-ready designs within tight timelines

Ria Scureman led visual creative direction for the Lenovo Gaming Aspirational Campaign from concept through global rollout. The project called for a boldly original creative vision paired with the operational discipline to deliver that vision at enterprise scale across multiple markets, all within a demanding production timeline.

This project highlights our ability to lead visually ambitious web experiences. We combined originality, graphic excellence, and enterprise-level execution to deliver measurable brand impact.

Cinematic gameplay scene with fantasy characters shown in Lenovo gaming campaign video.
Lenovo Legion logo reveal graphic used in gaming aspirational campaign branding.
Lenovo gaming marketplace panel featuring Legion laptop, desktop tower, and Buy Now call to action.
The gaming category is one of the most visually saturated and creatively competitive spaces in consumer technology, demanding a level of creative fearlessness that not every design partner is equipped to bring to an enterprise environment. Our goal was to deliver breakthrough designs that dazzled both our customers and our stakeholders while remaining disciplined enough to scale. This campaign proved that we can operate confidently at the intersection of bold creative vision and large-scale brand governance for enterprise product marketing teams looking to push their brand into new creative territory while still maintaining their standards.
Line art astronaut concept animating into full-color space scene with Lenovo Legion laptop in community blade motion graphic.
( _The Result )

Delivered one of Lenovo Gaming’s most successful aspirational campaigns

Elevated brand perception through original, visually distinctive design

Increased engagement through bold visuals and immersive storytelling

Enabled efficient global rollout with our design system components

Earned stakeholder confidence through creative leadership and execution

Gamer using Lenovo Legion laptop with headset in modern desk setup at night.
The Lenovo Gaming Aspirational Campaign was a commercially and creatively successful aspirational campaign for Lenovo, earning strong stakeholder confidence and setting a new creative benchmark for the brand. We delivered a web experience that combined original visual design, a scalable component system, and immersive storytelling that raised the bar for brand-governed creative at the enterprise level.
( _Contact )

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