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The rear projection television market is saturated, price driven market dominated by consumer electronics giants such as Sony, Samsung and Mitsubishi as well as less known, low priced brands from China. HP wanted to capture the essence of their brand attributes. As a new player in the RPTV market, HP wanted to introduce a product that would "Stand out" from the competition and establish itself as a key player in the category. The design strategy should convey the message that "HP IS THE OBVIOUS CHOICE", HP turned to GadShaananDesign to address the challenge. This case study will focus on the discovery of the "Unique feature" strategy on the RPTV itself and not the remote control or other elements of the project.

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