Defining a post-merger brand strategy.

In October 2015, Dell announced plans to bring EMC into its portfolio of brands for a record-breaking $67 billion.

It was to be a pivotal moment in the history of both companies. The ambition was to enhance and compliment the offer to IT and business decision-makers through data centres, ninja expertise and new cloud solutions. To achieve this business objective, they needed a brand strategy that would signal the change and unite the two organizations, while building on existing equities and reinforcing their innovative credentials.

We helped them define that strategy, and then brought it to life with a new visual system which activated the strategy everywhere the brand lives. Today, perceptions of Dell Technologies have hit record highs.


combined revenue

brands aligned under Dell Technologies


of the Fortune 500 now served by Dell Technologies

"The rebrand was one of the most important and exciting moments in the company’s history. They were an amazing partner throughout the entire process. We are so proud of what we achieved."

Senior Vice President, Global Brand & Creative, Dell Inc.


Transform Awards North America
2 Gold