As Art Director, I was tasked with developing and pitching fresh visual directions to key executive stakeholders, including the Dell Brand Lead, Executive Creative Director, VP of Events & Experience, and Product Leads across Alienware, UltraSharp, XPS, and Dell Gaming. After pitching against competing concepts, my direction was chosen as the winning vision. From there, I scaled the design system across physical installations, large-format banners, sponsor graphics, and projections, alongside a comprehensive digital campaign covering email, social, and screen displays.

The creative concept featured the chunkiest letter “X” in our brand font as holding shape to showcase three target personas: the consumer, the creator, and the gamer. Each persona was distinctively framed using custom gradients that blended a brand color into the core Dell blue.

Our core strategic goal was simple: prioritize high-energy excitement over education, celebrate our community while showcasing our latest hardware advancements. We executed this by pairing experiential sponsor booths, photo activations, and high-value giveaways with a unified, cross-departmental communication cadence. The event—already the most popular on campus—achieved record-breaking results, delivering a 17% increase in same-day engagement and driving elevated foot traffic to post-event displays for weeks following.