Connected Workplace Branding & Campaign

Connected Workplace is an internal organization at Dell that promotes flexibility among Dell employees. This flexibility includes remote access, flexible work days, flexible work weeks, shared responsibilities and more. The program was established but was not well known by employees and was not something many felt they were able to approach their manager about being a part of. The initial phase of the awareness campaign internally and externally, was to establish a visual identity based on the collected data and testimonials regarding what the program has done to change employees work lives. It was set to appeal as a perk in considering building a career at Dell. A major component the Director of HR (Mohammed Chahdi) is to drive the function of CW as a tool to enable trust of employees to choose the best way to do their job, as people all have different methods of working and being productive with respect to their personal conditions. Important as well, was to disassociate remote work the widely held perception that working remotely means you're not working as hard as those in the office 40 hours a week. The Connected Workplace campaign was initiated to promote the many benefits of flexibility at Dell as a broader concept. The design concept centralizes around the needs of the individual and situates CW as a negotiator between work life and home life. An illustrative approach helps give character to employees utilizing flexible work programs and tell a story. The wordmark incorporates a human bust surrounded by connection points. This conveys connectivity to others, the employee's environment, and gives a nod to the complexity of each individual's needs. The bust of the person incorporates a heart shaped torso to also subtly reinforce that CW is rooted in Dell's care for its employees and addresses the needs of the individual. This is all intended to promote the idea that when the individual employee is happy, he/she is productive, and when employees are productive, the company's prosperity is facilitated. Part of the ongoing campaign was compiling a video of testimonials to demonstrate how many different situations and contexts people are able to maintain as a Dell employee, and not sacrifice work/life balance. The deliverables I created also included a distinguished branding system with a new wordmark/logo, PowerPoint cover slides and divider slides, and promotional business cards for Talent Acquisition. The client also requested a collection of data and create a well a modular infographic promoting flexibility, a global map of flexible Dell employees, and a timeline of Connected Workplace's evolution, rooted in the visual concept the client chose and used to tell the Connected Workplace story. This would all be used for events to amplify the campaign's objective of making CW a "household name" and concept in the workplace culture, as well as exemplify that your physical location or need for flexibility in your career search is something Dell created a successful system for addressing.