Digital Innovation Lab Impact Walls

As the face of the company's relevance, at the center of Dell HQ, the Digital Innovation Lab needed a face lift. The "lab" was a new space in which the CMO and other execs. at Dell would welcome BDs (Business Decision Makers) and serve as the first impression to remind stakeholders that Dell Solutions (Mobile, Cloud, Big Data, Security) was the future of Dell, and not the preconceived notion that its simply a computer manufacturer. Dell Blue's Brand Team was given the task for a strong multimedia/multi-surface design concept for a high impact wall in the space with several assets driven by the same sensibility. I designed the idiosyncratic piece from start to finish, pitching 3 concepts to the client (who chose our rec.), and helped a PM and AD coordinate the site visit for the printer and provided direction for the overall installation. The space was intended to showcase a representation of the global company's innovative spirit--the client requested the use of Dell Blue (the color swatch), the word "INNOVATE" and the design to embody the term. Though idiosyncratic by nature, the design is well-informed and tells a story of the evolution of a powerful idea. I mind mapped words such as" brand," "innovation," "marketing," etc. and developed a visual abstraction of "innovate" by choosing activating keywords: the line work follows a route of connecting core invigorators that energize collaboration, shown in the overlapping shards of ideas. There's a power in numbers as the pieces are rough on their own but when the best part of each one is assembled, the faceted whole is a flow of information and thought that lead to an eventual breakthrough moment. Dell's capacity to innovate is viable by connecting and valuing the strengths of each individual idea.