The Assignment

Our team was tasked with redefining the visual identity for Dell’s commercial business—evolving it from a stark, overly curated aesthetic to one that feels more authentic, unposed, and reflective of the diverse ways people work. The challenge was not only to create a more human and inspiring visual language but also to ensure it seamlessly coexisted within the broader Dell Technologies brand while complementing our sister brand, Dell EMC.

Real Solutions– Inspired by Real Workers

Concept:
Innovation starts with real people. Every solution we create is shaped by the challenges workers face every day. By listening to their needs, we develop technology that doesn’t just keep up with the evolving workforce—it’s built for it. The result? Real-world solutions for real work, designed by the very people who use them.

Visual Direction:
Authentic, relatable, and grounded—our visual identity reflects the real people behind the work. We balance the warm tones of the Dell Technologies’ look with the cool tones of Dell EMC’s look, creating a palette that feels both human and forward-thinking. Photography is candid and documentary-style, capturing workers in their natural environments, while video storytelling highlights real-world applications over polished perfection. Iconography is clean and functional, enhancing clarity without distraction. The overall tone is approachable and down-to-earth, ensuring that every touchpoint feels genuine, credible, and built for the people who power progress.

Videos

As part of the "Real Solutions for Real Workers" campaign, the "Ode to the Workers" initiative evolved into a fresh approach for persona-driven videos within the Commercial VID, focusing on productivity and real-world usage. Recognizing that workers don’t fit into a single persona, the campaign showcases how Dell technology seamlessly supports diverse workstyles throughout the day.

My Involvement

I led the creative vision for the Visual Brand Identity, developing its look and feel while collaborating with a diverse team to refine and evolve it. From concept to execution, I played a hands-on role in every stage of the project—shaping guidelines, directing photography and video, and ensuring a cohesive brand expression across all touchpoints.

Photoshoot & Lookbook

A photoshoot was created to showcase the new visual direction for Dell’s commercial sector. Photos included Dell’s new commercial products, work styles, and knolling style photography of products and accessories. The best images were featured on a printed lookbook with information about Dell’s products.