Internal creative groups often get the praise, but external agencies land the big budgets. We designed and built the Dell Blue website to disrupt that paradigm—proving our internal team could match top-tier agency output while offering unmatched brand expertise. By leading with high-impact case studies and introducing interactive team profiles, we built instant creative credibility while humanizing our talent.

Internal partners didn’t just notice—they became brand champions, sharing the site widely and referencing team profiles before kickoff calls.

Following Dell’s major brand refresh, I collaborated directly with executive creative leadership to define our new digital identity. I designed a system of modular, responsive templates that empowered our team to publish quick-turn case studies effortlessly. Ultimately, the platform shifted internal perception, won high-stakes project pitches, and served as a powerful recruitment tool to attract top-tier creative talent.