In establishing the first-ever global brand team in the company's 26-year history, we set out to create a simplified identity that was more honest and open. We also were able to streamline the creative network that is unified under our team's global guidance rather than the 800+ agencies before the teams' existence. In the end, we ended up with a thoughtfully-crafted product and service offering that speaks with a single voice across all regions.
Our product colors and our marketing color palettes looked dark, dated and stuck in the '90s. The palette was a place where we knew we wanted to have some severe changes. For the sake of brand equity, we knew that we must still make blue the cornerstone of our brand. Ultimately, we introduced a brighter palette that demonstrates a modern version of our history, led by a custom Dell Blue that cannot be found in any color systems book.
Creative Director: Tommy Lynn
Art Director: Noel Barnes,
Design: Joshua Kramer, Megan Stohr
Agency Support: Stone Yamashita Partners
Done while employed at Dell, Inc.