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Lisa led the evolution of Dell Technologies’ global brand strategy and identity. The team developed a brand essence, established brand beliefs, articulated the personality, voice and evolved the brand identity. The visual and verbal manifestation of the brand now serves as a guide for developing consistent, meaningful, on-brand communications around the world.
Lisa and her team went through an intensive strategic exercise that led to the story of the brand and guidelines that were rolled-out to 1000’s of marketers within Dell and global agency partners around the world. The brand 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.