For the creativity initiative, we needed a visual strategy that we could use to tie together all the different elements and implementations we would have. Whatever this would be, it needed to be both strategically sound and on brand. We started exploring different elements that could tie the analytical, business side of Dell with the creative, risk taking side. To do this we started looking at different visual elements. Here’s what we landed on and the process I went through:
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The dot grid stood out to me, so I started moving forward. But a blank dot grid doesn’t really say much. It says structure, and maybe analytics. But not much else.
And connecting adjacent dots didn’t do much either.
What could we layer on top that would not just be something pretty, but actually have some significance to the concept? Is there a pattern we could create? Colors? Numbers? Maybe the alphabet?
The alphabet. Now we’re getting somewhere. Let’s start building words. Und…
Unders…
Understanding Creativity. What a mess. There’s some significant meaning here, but it’s just not visually readable.
And getting rid of the lines in place of solid color doesn’t help much.
What happens when we add our brand color palette?
Ah. Building words on top of the analytical structure and applying our brand color system = a creative and unique end result. Business has merged with creativity!