Elevate Your Advantage
A campaign for Dell Technologies focused on helping partners unlock greater storage potential through new PowerStore software and existing solutions. Working closely with my Creative Director, I helped develop the visual identity around “Elevate Your Advantage”, using skyscrapers, upward perspectives and Dell’s purple palette to communicate growth, progression and the competitive advantage of reaching the next level.
Client
Dell
Year
2024
Elevating the Concept
Working with my Creative Director and Copywriter, I helped develop the campaign identity around the idea of Elevating Your Advantage. We used dramatic, upward-looking photography of skyscrapers to create a sense of scale, power and progression, visually representing partners being lifted to the next level. We also introduced a distinctive purple colour palette to separate the campaign from Dell’s more traditional blue-led communications, giving the programme its own recognisable visual identity.
Bringing the Identity to Life
I translated the campaign concept across a range of key deliverables, including the success pack, landing page, PDGC page, emails, social assets and infographic. A key part of the visual system was a reinterpretation of the Dell Element, using stacked rectangles that gradually increase in spacing to create the impression of lifting upwards. We developed this further through a gradient of purple hues, moving from darker tones at the bottom to lighter tones at the top, reinforcing the idea of progression and reaching the next level.