WORK

2017—2024










WORK 2017—2022



Dell sought a creative direction for a recruiting campaign directed at university graduates that was unique to that specific demographic while differentiating from other Dell recruiting campaigns for seasoned professionals. Throughout this case study you will see the process from the audit to final creative deliverable.

sector | technology
information | human resources recruiting campaign
project | university relations design system
role | designer / illustrator / strategist
authorship | concept / design / illustration / messaging architecture
client | dell university relations
dell team | art direction: joshua kramer / copywriting: stacy muszynski



AUDIT
The most revealing and interesting portion of this project was the audit of all competitive recruiting campaigns in the technology and solutions provider fields. All competitor campaigns featured some degree of cliche metaphor or staged, inauthentic photography that did not capture the true emotions of a recent graduate entering the career field. This insight led to the first key differentiating attribute during the concepting phase: emotive photography.




CONCEPT DEVELOPMENT

In the initial stages of developing a campaign concept, it was necessary to find a balance between the aspirational, almost dream like emotions of picturing one's future as a recent graduate with the reality of what Dell has to offer in terms of careers for entry-level candidates. This led me to outline the three main parts of the messaging platform: discovery, application and acceptance. (see slide five)

in order to differentiate each skill set, colors from the Dell supporting palette and inspirational question-oriented headlines unique to each skill would be used on all materials pertaining to that specific department.

Some photographs featured are subject to copyright and are not my own. Placeholder text used for initial client meeting.



BRAND ALIGNMENT

Unique to the Dell Global Brand Creative group, a 'Why, How, What' lens was applied to the audit and conception phase in order to ensure alignment of the campaign to the master Dell brand. (slide one)

This process leads to a creative filter that is then used as benchmark with the internal Dell client (University Relations) to measure against all future creative and messaging. The three spheres of influence for this project and internal client were dynamic, progressive and inspired. (slide two)

Finally, the creative filter is then used as a bridge between the University Relations campaign request to the elements, visuals, messaging and overall tone applied to the strategy moving forward.(slide three)






CAMPAIGN EVOLUTION

After fine-tuning the visuals and messaging to parallel with the larger Dell brand; this campaign developed an ideal balance of the emotional and the logical. It paints a picture of potential applicants living their career dreams at Dell, while providing them the relevant facts about departments, positions and company culture. The goal with every touchpoint of this campaign is creating a sense of excitement about Dell and the possibilities for the candidates future within the company.

Like the initial concept, the core messaging platform is three-fold. It seeks to impart a sense of discovery, drive viewers to apply, and finally, give potential applicants all necessary information to accept a position with Dell.




ILLUSTRATION

Each specific skill set is assigned a color and a unique glyphic illustration that pertains to the skill set.

• All glyphs feature arrows and imply forward momentum, positive growth and advancement
• Each glyph operates as a stand-alone element
• All skill set glyphs are assigned a color from the supporting color palette. Dell Blue is reserved for the Dell logo.




MOBILE

The mobile app was visually designed to embody the core messaging platform using the question-based narrative to guide the viewer through the pages on mobile platform.



SOCIAL MEDIA

Utilizing the same ethos of the standard campaign, the social platforms like LinkedIn and Facebook utilize the question narratives with photojournalistic photography.


PRINT

Most, if not all print pieces within the campaign are compartmentalized into region and skill set specific assets.
Photography used for the University Relations campaign has the following specific criteria:

• Abundant natural light
• Overexposure, sun-drenched captures
• No direct eye-contact
• Photojournalistic style






APPAREL

With the global nature of Dell a vast amount of consideration went into regional relevancy and research of key recruiting markets across the globe. Materials, including give-aways such as apparel throughout the campaign have been regionalized to reflect Dell's keen awareness of global students entering the workforce.



©MMXXIV
SELECTED WORKS  2017—2024