Within Lenovo, YOGA is responsible for building premium equity at the intersection of creativity, innovation, and sustainability with a focus on Gen Create; this enables Lenovo to also deliver Smarter Creativity for All. By sitting down and talking to Gen Create focus groups, we uncovered three insights -

• Yoga needs to speak to creatives, not creators —creatives create from passion, creators create for commerce.

• Yoga needs to Define the role YOGA plays in creating,
  beyond the usual PC tech specs.

• Yoga has to show our audience that we live and understand the creative process—its dynamic, emotional, life-altering nature.

The result is an evolving brand that lives at the center of the creative process, always real, and evolving, never slick, polished or finished.