Dell PowerStore - Designed for the Data Era
Background & Brief
PowerStore provides customers with data-centric, intelligent, and adaptable infrastructure that supports both traditional and modern workloads. PowerStore provides our partners with infrastructure a technology option to confidently approach their customers to and help them digitally transform their businesses.
The brief was to produce a product focused core creative/launch look formula for the new PowerStore product range. This was Dell Technologies’ biggest launch in 2020 & 2021.
Project Contribution
Concept development - Steve Ives
Creative direction & Art direction - Steve Ives
Design & Artworking - Steve Ives
Storyboarding - Steve Ives
Video production creative lead - Steve Ives
Headline and themes
Based on the supplied messaging framework from the US direct team, we took the approved headline and created four themes to visually explore, providing creative rationale for each one.
Visual exploration & Art direction
Exploring the four themes of big data, power, ease and generation, I explored many routes that incorporated Dell brand cues and colour palette, keeping the product centrally focused and up front.
Describe your image
Describe your image
Describe your image
Describe your image
Concept 1
In our first concept, we introduced a sense of positivity and celebration of the data decade. Combining cues of power and agility as they burst outwards from the product, accentuating a natural data flow that reinforced the flexibility of PowerStore's offerings. We also wanted to convey how people focused photography could be incorporated into the creative.
Concept 2
In this concept we wanted to create a more interesting and contemporary way of representing data flow, giving it beauty and symmetry, reflecting how PowerStore handles data with ease and elegance. The Dell grey tones help create visual prominence to the product.
Concept 3
In this concept we wanted to introduce more vibrancy and colour into the creative, and also focus on the power of data, and how PowerStore harnesses that power with efficiency, speed and agility.
Chosen concept
The chosen concept focused on finding a way visually to give the partner and customer the impression that this technology is from the future. A decade of future-proof capabilities, that provides them with long term development of their business. The look and feel was designed to look almost like it was inside a space station. A kind of time tunnel behind the product, dialling in those future proof cues, and pushing the message that the data decade has arrived.
Approved core creative
Campaign rollout
Portal website design
Sales brochure
Social banners
Pull ups
Flyer
Infographic
Storyboarding
