Dell Technologies
As ECD for the in-house agency, I led the creative for all products and services in the Dell portfolio. As well as some brand executions. Here are a few of my favorites:
16G PowerEdge Servers
The launch of the 16th generation of PowerEdge servers brought an industry first: a completely ruggedized server. For the first time ever, a server could be deployed to gather and compute data anywhere on the edge, regardless of the environment/elements. This insight led to the core benefit of this campaign: with these servers the question Is no longer what’s next, but where next.
Welcome to Now
This new full-funnel integrated global campaign shows how Dell’s technology can help businesses and people bring to life their innovations/ideas today. It takes inspiration from real customers’ stories and consists of OOH, online advertising, social, email and extends across B2C and B2B. In the first year, Welcome to Now increased brand awareness and led to a positive perception of Dell's innovative capabilities.
OOH
Dell Technologies Rebrand
In 2022, we evolved Dell Technologies’ global brand strategy and identity, developing a new brand essence, beliefs, personality, voice and set of guidelines that are used by all those who touch the brand. This visual and verbal manifestation serves as a guide for developing consistent, meaningful, on-brand communications around the world. Prior to establishing the new guidelines, we went through an intensive strategic exercise that articulated the brand promise, essence, attributes and beliefs. The new brand book and guidelines were rolled-out in 2023 to 1000’s of marketers within Dell and externally to all global agency partners.
UltraSharp Monitor
The UltraSharp series is known for their color accuracy and reproduction. And this 49” curved UltraSharp monitor also provides almost 4 feet of uninterrupted screen. It’s quite literally the size of 2 monitors put together, without having the break in screen. This insight led to the simple creative premise of increasing productivity by eliminating gaps in productivity.
Latitude Rugged
Rugged laptops lead the way in being the toughest, most durable laptops on the market. They are designed to handle anything you throw at them, and our goal here was to appeal to the tough folks that use them, showing them that while dirt, grit, water, heat and ice go with the territory of their jobs, so does this laptop.
