Dell
Tech & Innovation
Marketing & Communication
Canada
At Ketchum, I supported the design execution for Dell’s digital communications, with a primary focus on LinkedIn and other social media channels. My role was to take detailed, often content-heavy briefs and translate them into clean, visually engaging posts that carried Dell’s established brand tone and visual language.
Each piece of content needed to communicate clearly in a fast-scroll environment, meaning designs had to be visually striking, easy to understand at a glance, and aligned with Dell’s professional yet approachable personality. This required balancing corporate brand guidelines with creative problem-solving to ensure posts didn’t just look on-brand they also performed well in their intended context.
Summary
This project sharpened my ability to work in fast-paced, collaborative environments where deadlines were tight and stakes were high. Working with Dell meant translating dense, often technical information into visuals that were not only clear but also compelling enough to stop a scroll.
I developed a stronger sense of content hierarchy understanding what needed to grab attention first, how to guide the viewer’s eye naturally, and when to create breathing room for better readability. It also deepened my understanding of how design can serve multiple layers at once: meeting marketing objectives while making the content easy and engaging for end users to consume. Especially in digital spaces like LinkedIn, where attention spans are short, every second and every pixel mattered.
Challenge
The biggest challenge was the pace. We were often juggling multiple campaigns at the same time, each with its own objectives, audiences, and priorities. A single week could involve creating assets that educated one audience on new technology while persuading another to explore Dell’s services all under the same brand umbrella.
The feedback process also came with many layers. There were internal creative teams, account managers, and Dell’s own marketing stakeholders to consider. Each round of feedback meant translating different perspectives into a unified direction without losing time or diluting the design.
Consistency was critical. With Dell’s wide presence across digital channels, every asset needed to not only meet the immediate campaign goals but also fit seamlessly into their broader brand identity. At the same time, I had to keep asking: Why does this piece exist? Was it meant to inform? Inspire? Drive clicks? That context shaped everything from typography scale to image selection, ensuring that
Solutions
The solution started with simplifying the complex. My process began by breaking down each brief into its core purpose what’s the one thing the viewer should walk away with? From there, I built layouts that put the spotlight on that primary message, using contrast, hierarchy, and visual flow to make sure even technical details could be digested in seconds.
-Why → The challenge was delivering clarity at speed, across multiple campaigns, without losing the brand’s consistency or authority.
-What → I created adaptable design systems within Dell’s brand guidelines, which allowed me to execute quickly while maintaining a cohesive look and feel.
-How (Process) →
-Message-first approach: For every asset, I identified the key takeaway, then designed around it from headline placement to supporting visuals.
-User behavior: I designed with digital platforms in mind, ensuring headlines popped in the first line, imagery reinforced the message, and CTAs were placed for maximum interaction.
-Consistency framework: I built small, repeatable systems (grids, type treatments, visual templates) that sped up execution and kept campaigns visually unified.
-Feedback loops: I streamlined revisions by distilling multiple stakeholder comments into actionable, prioritized changes keeping momentum without compromising quality.
This approach allowed me to deliver a high volume of assets quickly, while still carving out space for creativity within a structured framework. The end result was digital content that felt cohesive, engaging, and purpose-driven content that not only carried Dell’s voice but also resonated with their diverse audiences in fast-moving digital environments. design decisions weren’t just aesthetic but strategic.