CHALLENGE
Created and simplified numerous Dell experiences, from designing international campaigns reaching 2.5 million users, to shipping innovative and creative designs for cross-functional teams.
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PROJECT TYPE
Advertising, editorial, print, web, video, animation, and internal tools.
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STORY
When I first joined Dell, our services identity was severely fragmented. Through internal feedback surveys and stakeholder interviews, my design team discovered that the existing design direction was incredibly challenging to implement, especially when working collectively.

Dell had separate teams responsible for different parts of the brand experience: brand management, business management, international product managers, executive support teams, lightweight interfaces managed by the product design org, and campaigns from Dell Blue, an internal ad agency.

This fragmented approach led to a distributed and often inconsistent experience, resulting in wasted time and money.

As one of three designers on the cross-functional Dell Services team, I collaborated with various teams managing different aspects of the Dell experience to gain a holistic understanding of the brand and explore opportunities for improvement.

Our work spanned advertising, editorial, print, web, video, animation, and internal tools.

We meticulously crafted everything, from logos and icons to pitch decks, international campaigns, product launch videos, and executive keynotes, including those for Michael Dell.

Despite having to meet the diverse needs of multiple teams, my extensive collaboration across the organization enabled me to understand and reconcile the various stakeholders' requirements, resulting in a cohesive and unified experience.