Dell Rebrand

Corporate Identity

In establishing the first-ever global brand team in the company's 26-year history, we set out to create a simplified identity that was more honest and open. We also were able to streamline the creative network that is unified under our team's global guidance rather than the 800+ agencies before the teams' existence. In the end, we ended up with a thoughtfully-crafted product and service offering that speaks with a single voice across all regions.

CREDITS

Tommy Lynn - Design Director
Noel Barnes - Creative Director
Joshua Kramer - Associate Creative Director
Megan Stöhr - Sr. Art Director
SY Partners - Agency Support

MY ROLE

Creative Direction
Art Direction
Strategy/Concept
Design
Illustration

NOTES

A collection of brand work created while employed at Dell.

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TYPEFACE
FF BAU

A grotesque sans-serif typeface designed by Christian Schwartz and released through FontFont in 2002. The design was inspired by the late nineteenth century grotesques from German foundry Schelter & Giesecke
FARNHAM

Farnham is a serif typeface designed by Christian Schwartz and released through Font Bureau in 2004. The design was inspired by the work of eighteenth century German punchcutter Joan Michaël Fleischman and features ball terminals and prominent angular serifs.
PHOTOGRAPHY
SHANNA KRAMER

Shanna is a lifestyle and nature photographer located in Portland, Oregon. She enjoys capturing ordinary things in extraordinary ways. She is also my lovely wife who puts up with all my indecisions and stupid ideas. A true partner-in-crime.
COPYRIGHT
© JOSHUA KRAMER 2020

All content on this website, including text, graphics, logos, photographs, audio and video clips, and data compilations is the property of Joshua Kramer and protected by the US and international copyright laws.