Dell Computers
Reimagining Dell for the Next Generation
Audience
We redefined how the Dell business portfolio speaks to younger, more affluent decision makers. We envisioned a refined visual aesthetic—clean, modern, and aspirational—that would resonate with business leaders who value both performance and presence.
Direction
Starting with a mood-driven creative direction, we layered elevated imagery, thoughtful composition, and confident type to make every page feel curated, not commoditized. We tuned the photography to reflect lifestyle, ambition, and modern authority—no typical tech product shots, but beautifully lit visuals that imbued each device with purpose and personality.
Design
Every touchpoint—from layout breathing space and intelligent typography, to the polished cadence of cover and interior spreads—was designed to mirror the mindset of a savvy business buyer. We maintained visual consistency across the catalog to reinforce brand integrity while keeping the design approachable and intuitive.
This project is a testament to how art direction can be both emotionally evocative and commercially driven. We didn’t just redesign a catalog; we reframed how Dell communicates with a new generation of business users.
Photography by David Grimes and Tomas Patin