The Ask: Our team was challenged to create a new visual identity for Dell’s commercial business. Our objective was to take the existing look which had been described as stark white and contrived, to a more authentic place that felt un-staged and inspired by the many ways people work. We had to consider that our visual direction would need to exist in harmony under our parent companies brand, Dell Technologies, while also complementing our sister brand, Dell EMC.

Because Dell’s innovation is inspired by real people, we wanted to capture the way they work through imagery and elements that put them in the spotlight. Not only were we able to capture the essence of our real solutions for real workers, but we launched the work with a new confident tone, that embodies what we deliver to our commercial customers.

My role: I created the visual direction along with Copywriter Stuart Freeman. It was then evolved and implemented by myself and Margaret Soltis (AD).

This look eventually evolved into the current Dell Technologies look. During this process, I worked closely with the Brand team and helped out in it’s evolution.

Brand Director: David Eiben

Creative Director: Seth Perisho & Joel Davis

Assistant Creative Director: Shane McGuire

Graphic Design/Art Direction: Santa Hernandez & Margaret Soltis

Writer: Stuart Freeman

Photographers: Mathieu Young, Chris Profera, Bryan Kuntz

Production: Plaid Pony Production, Suzanne Baldwin