real solutions
by real users
Dell’s innovation starts with real people. This concept captures the way they work—through imagery and design that put them front and center. By showcasing authentic moments and meaningful solutions, we brought our vision to life with a bold, confident tone that reflects what Dell delivers to its commercial customers: technology that empowers real workers to do their best work.Visual direction
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.
An ode to the workers.
"Ode to the Workers" was the first campaign to bring the new "Real Solutions for Real Workers" brand direction to life. This video campaign introduced a fresh, persona-driven approach within the Commercial VID, highlighting productivity and real-world usage. Acknowledging that today’s workers don’t fit into a single persona, the campaign demonstrates how Dell technology supports a range of workstyles throughout the day—seamlessly and authentically.
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.-
senior art director
Santa Hernandez Garcia
seniro art director
Margaret soltisart director
Shelby PickettCopy Writers
stuart freeman, zack stevens, emily grube, margaret ann thurmond, ian lindsey
Associate Creative Director
Shane mcguire
Executive Creative Director
Joel Davis & seth perishobrand director
david eiben
Producer
melia milanti
Production Partner
lucky21 & plaid pony productions