Design leadership and direction at global scale
These projects highlight large scale web initiatives created for Lenovo’s global digital ecosystem. The work spans campaign launches, core site experiences, and system driven design, all delivered within complex enterprise environments.
Lenovo Gaming Aspirational Campaign
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.
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.
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
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.
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
Lenovo Events
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.
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.
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
These events projects demonstrate our ability to lead enterprise-scale web design initiatives where brand reputation, operational efficiency, and global visibility are critical.
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
Ecommerce Vision Design Concept
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.
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.
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
This Vision project showcased our ability to define and lead the creative vision for enterprise level eCommerce transformation.
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
X1 Fold Global Launch
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.
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.
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
The X1 Fold launch proved our ability to lead high-stakes, award-winning digital projects that merge visual innovation with enterprise-level execution.
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
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
