At VMLY&R, I led the global refresh for the Dell Technologies visual identity, aiming to reflect their industry leadership without changing core brand elements. The Dell Element, adapted from the logo's "E," became the foundation for a new brand language. Carefully constructed pattern, tone-on-tone color, and versatile imagery rounded out the system, while core assets remained untouched.

Identity guidelines were thoroughly workshopped to provide a balance of flexibility and stringent guardrails. Its success was evident as new visual elements were integrated by 500 Dell Technologies team members and 550 agency creatives across 36 agencies around the globe. The project was awarded Gold in the 2023 PHNX Awards.