Digitally Bridging Brands
After the Dell/EMC merger, Dell needed to merge several functions and visual brand identities together and specifically looked to Ballyhoo to help for the Dell Digital function. They wanted to launch a rebrand of their IT organization as Dell Digital through an internal campaign. The goal was to educate employees on their robust digital solutions, as well as elevate the status of the group within the company.
As a long-time Dell partner, Ballyhoo has executed hundreds of strategic communications pieces for the company. We were well-versed in their overall corporate branding, their goals and how to tell their story in an impactful way. We were the perfect fit to create and execute the strategic communications visual roadmap for the rebrand.
Creating the Map
The project had numerous components to bring together. We were pulled in initially to extend the Dell Digital brand identity while keeping it consistent with overall Dell corporate guidelines. Our first step was to create a visual roadmap to help guide the plan.
We started by creating a Dell Digital type treatment and used the corporate template to create an overall look for the division. We then created email headers, presentation slides, digital screens, and PowerPoint and Word templates. We also worked to incorporate existing marketing materials into the campaign with the same look, tone and feel (LTF).
Driving the Route
Once we started the visual roadmap, we found additional assets were needed to help tell the story. We created website assets to help unify this centralized resource the team used to communicate with the other campaign elements. We helped ensure the design of the site and the content created was consistent in messaging and visual branding.
Video was another stop on the strategic communications roadmap. In order to help introduce Dell Digital to new employees, the Ballyhoo team partnered with Dell to create an animated story as well as a set of soundbite reels from business partners. Throughout the development of these assets, we were involved in the production details that included scripting to talent selection to motion graphic design to video and audio editing.
Senior Director, Dell Digital Marketing and Communications