Last but not least of my tête-à-têtes during this year’s International Festival of Creativity in Cannes, I had the opportunity to take a deep dive into one of the most buzzworthy tech rebrands in recent memory: multinational computer technology company #Dell s transformation into #DellTechnologies. The company, known as Dell at the time, bought storage provider #EMC for $60 billion in 2015, in what was believed to be the largest technology acquisition in history. In a reflection of these newly-joined forces, the company crafted a new brand architecture and identity in 2016, complete with reworked copywriting, new visual language and iconography. I sat down with Liz Matthews, Senior Vice President of Brand and Creative of the newly renamed Dell Technologies, to discuss her work articulating the company’s verbal and visual brand purpose amid this monumental change.
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