HP and their agency, Goodby Silverstein & Partners, wanted to communicate the advantages of the newly merged HP/Compaq to business and retail customers with simple yet powerful graphic design laid over filmed images from a variety of fields—specifically, fields in which HP’s products have made a difference. Here, the “+” sign interacts with its environment in a way that specifically signifies how HP empowers innovation and achievement in various business, scientific and artistic situations. The primary challenge was to create meaning across so many fields while using nothing more than the movement and placement of the “+” sign.