Ever Forward
Under “ever forward” Dell’s new brand idea we were tasked to create a new brand system that allows Dell to play a lead role in todays culture and technology arenas. The brand purpose became our exploratory common thread: “We create technologies that drive human progress” Some of the goals this new identity needs to achieve were: to drive positive business outcomes, to sit at the intersection of brand and culture, connect with all audiences on a deeper and real level, create a connective tissue across all touch points.
Concept 01: Progress Realized
Real, tangible progress is never the flip of a switch. It’s born of small, purposeful acts that build a pathway for transformation. How can progress be seen in the same way it’s felt? how is progress realized?
Concept 02: Starts with One
One pixel, one note, one draft, one email, one paragraph, one sketch… These are only the beginnings of something great, something that will take us forward somehow. One single act that serves as a catalyst for innovation and starts a course toward new possibilities.
Concept 03: Look Within
In our quest to move ever forward, it could be tempting to look outside of ourselves, but rather than look out, what happens if we look within? Revealing ways in which our brand idea is inherent in who we are. Creating a branded grid, a mosaic of a larger story, containing countless moments and permutations of progress in our quest for progress.
