As Art Director, I was responsible for developing and presenting fresh visual directions to the Dell Brand lead, Executive Creative Director, VP of Events & Experience, and Product leads for Alienware, Ultrasharp Monitors, XPS, and Dell Gaming. I expanded my winning design across physical event deliverables such as large-scale installation, banners, sponsor graphics, t-shirts, projections, etc; and digital marketing assets such as email, social banner ads, screen fill and more.

The concept used the chunkiest X in our brand font as a holding shape to present three personas that tied to the featured product lines: the consumer, creative and gamer. Each separated by a unique gradient that blended a brand color with the main Dell blue.

The event was already the most visited and popular on-campus, and we boosted engagement breaking previous years numbers for the day of the event by 17%—and traffic to the event displays in the weeks that followed. Our goal was less education and more excitement. Celebrating people and products while showcasing our latest advancements. The strategy combined more experiential booths from Dell and sponsors, giveaways, Photo Booth, and most importantly improved communication with consistent cadence and media for all departments.