Dell Catalogs – Technology Sector

Responsible for evolving the Dell Catalogs to improve the customer journey in three marketing divisions: Consumer, Small Business and Commercial. I led the creative process with a team of writers and art directors – starting with brainstorming a new look and feel to developing the final visual identity, art directing photo shoots, and gaining agency and client buy-in. These catalogs positively impacted Dell’s brand image as a more sophisticated tech solutions provider. The catalog circulation scaled to six million/mailing and were leveraged for use globally and digitally. Our work earned Effie awards for their ability to measurably increase sales for Dell.