Dell Technologies

When a global brand’s identity needs a refresh, you start by articulating its core beliefs and values. Dell Technologies’ new Global Brand Guidelines provide all who touch the brand with a clear understanding of its essence and ensure that all creative expressions around the world are consistent and compelling.

Defining the essence of the brand

Prior to developing the new brand guidelines, Lisa led an intensive strategic exercise that articulated the brand story and provided greater depth into what Dell stands for. The team crystallized the brand essence and created a brand book that served as a guide for the brand identity.

Showing, not just telling

To build excitement around the launch of the new identity, the team developed a sizzle reel that brought the elements to life. It debuted in a global employee road show and lived on dell.com as a visual demonstration of the brand guidelines.

Creative at work

The brand guidelines were rolled-out to 1000’s of marketers within Dell and to global agency partners. The brand team conducted weekly office hours for six months after launch to ensure proper application of the elements spanning all communications, events and activations.