PROJECT OVERVIEW

Elevate wallpapers to a Brand-level graphic element

• Visually carry the consumer seamlessly through the Dell customer journey

• Increase team efficiency (i.e., reduce stock photography costs and work hours used in asset-mining)

• Provide wallpaper and screen-fill assets that align to Brand Photography Standards

STRATEGY

• Build a consistent global wallpaper toolkit based on user insights from the customer journey

• Ladder franchise and Brand wallpapers up to a common concept or theme

• Choose geographical locations that can satisfy concept-imagery needs across the franchises

• Rotate concepts once every two years to keep screen-fills fresh and relevant

"We have a strong brand grounded in authenticity, optimism and an entrepreneurial spirit. Now more than ever, it’s important that we tell our story in a way that is consistent and reflects our purpose and personality."

Michael Dell, Founder and CEO

By partnering with United Nations Educational, Scientific and Cultural Organization (UNESCO) World Heritage Sites, Dell can provide a guiding principle that organizes our year-over-year wallpaper efforts.

• Gives Dell’s Legacy of Good program a more public face

• Positions Dell as a true global steward

• Brings awareness to some of the most environmentally sensitive areas on our planet—places that exemplify what Dell is dedicated to protecting with our Legacy of Good program

• Further our relationship with the UN following Michael Dell’s appointment as a Global Advocate for Entrepreneurship

TEST SHOOT - SEDONA, ARIZONA

A small crew was dispatched to Sedona to plan and execute a test photoshoot. This consisted of a director of photography, a lead producer, an art director, an assistant producer, and a team assistant. They spent 3 days planning their routes through the wilderness, taking test shots of the local landscape along the way, and generally documenting the beginnings of what would become a much larger initiative.

EXECUTION

Create rotating themes that differentiate sub-brands from one another visually. The first example is "Land" and the second is "Flow".

MARCOM, PACKAGING, AND PRINT

Wallpapers can then be used for a variety of Dell's Marketing needs both online and offline. Examples could be OOH Billboards, Print, Online eCommerce, Packaging, and preinstalled on all Dell computers.

OUR STORY

Launch an accompanying landing page that tells the story of the UNESCO site and it's cultural significance to the world and to Dell.

WALLPAPER PROTOTYPE