SELECTED WORKS
Dell Brand site
Role: Build, manage, maintain
One source of truth to ensure consistency, compliance, and clarity across visual communications from internal and external partners across the globe. This 24/7 ambassador presents the Dell brand elements and how they work together. It provides high-level guidance to allow freedom and experimentation within the brand, touching on principles and best practices like our color strategy in photography or considering density when using the brand patterns. Success was measured in number of visitors and time saved by the ‘brand police’ and everyone producing visual communications.
Sustainability Materials at Dell
Role: Art Direction, UX, Photoshoot
The original brief for this project was to update the content to align with new company wide sustainability goals—but we quickly identified the opportunity to improve brand trust and tell this story in a more authentic way. This wasn’t just corporate lip service, we had materials in hand.
This was also the opportunity I needed to introduce a faster and more collaborative approach to page design. Prior to this the team was building pages as layered Photoshop files. They were massive, impossible to collaborate on, slow to iterate and presenting to clients as a pdf was far from the modern experience we wanted. We pushed for Figma but landed on Adobe XD and brought a sea-change to our design process. The success of this page (and the process) led to something as close to a Design System as we could get, more experimentation, and happy clients—both Dev and Product teams.
Dell Blue Agency Site
Role: Art Direction, UX
Dell Blue was the internal creative agency serving all of Dell, and this site was our way to showcase our creative chops and collect award winning work in one spot.
My challenge was to update an already awesome experience to one that kept the same energy but reflected and supported the new Dell brand.
Dell X-Fest Identity
Role: Art Director
My pitch for X-fest won this coveted project within our brand team, internal awards, and kudos from executives and the event producers themselves. Most importantly, it provided more evidence to our executive stakeholders that our team delivers stellar creative for high-level projects—on par with top external agencies.
