WE ARE THE STORIES WE TELL
WE ARE THE STORIES WE TELL
While working in-house as the Brand Voice Lead and Copywriter at Dell’s global HQ I proudly defined the brand’s voice, taught global marketers the importance of consistently leading with an emotional benefit, and concepted campaigns for internal clients and special initiatives.
When I joined Dell in 20012, the brand was a household name, but was only just beginning to understand the power of a unified brand. Before then, it had the reputation as the bargain basement of computers. I was part of a small team that grew to become the in-house agency it is today, Dell Blue. Together, we overhauled how Dell showed up in the global marketplace.
CD: Tommy Lynn Art Directors: Megan Stohr & Russell Toynes Designers: Joey Bullard, Corey Carbo, Andrew Van Hyfte
When Dell wanted to inspire employees to see themselves as fundamentally connected to the bigger picture behind their everyday grind, they came to us to find a way to tell that story. We created The Power of You campaign, interviewed key Dell customers and team members and brought it to life in big ways on the walls of Dell offices worldwide.
Competing with guitars and live music in an airport with an enterprise-level IT brand message was no easy feat. The team's goal with the Better Way campaign was to connect Dell's solutions with the company's hometown, while telling a story with quantifiable proof-points as the hero.
When the internal marketing team reinvented its career paths, they needed a creative way to motivate marketers to jump on board. So we concepted and designed a brochure that was secretly a badass poster.