Brand Activation
The client's purpose with this request was to activate the brand within Customer Care programs across global Dell; the core goal being to excite and train Customer Care employees on brand voice and attributes. Customer Care and Tech Support teams have the most brand impact because of their power to influence the customer perception of who Dell is and derive brand loyalty. They are the vital voice of the brand. The concept we chose built upon the idea that the whole of the brand is only as strong and distinct as the individuals who comprise it. The challenge was to create a scalable visual system to convey this idea and to help encourage active brand stewardship in a variety of deliverables. Vibrant colors were chosen to convey each of the four attributes that make a strong brand steward (authentic, customer-centric, collaborative, and optimistic). Abstracted illustrations of modular geometric structures showcase and reinforce the "sum of parts" concept.
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