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In an effort to differentiate Dell Technologies in a crowded category and make it more relevant to customers, we articulated the brand essence, and evolved the brand positioning and identity. This visual and verbal manifestation of the brand now serves as a guide for developing consistent, meaningful, on-brand communications around the world. The brand story and extensive guidelines were rolled-out to 1000’s of marketers within the company and with agency partners around the world. The team conducted weekly office hours for six months after launch to ensure proper application of the elements, answer questions about usage, and learn from those who were tasked with implementing it.