Role: Associate Creative Director

As the Agency of Record for Alienware, Dell Blue has full control over the brand. Created in 1996, the leader in gaming PCs has gone through many re-brands over the years to stay ahead of the times. I was lucky enough to be at Dell when the opportunity for such a project arose. 

In order to pique the interest of Gen Z, testing suggested that the brand needed to exude 'freedom'. Moving from the previously austere and serious "We're Game", the tagline was translated to "Defy Boundaries". Visuals become bold and colorful, and typography became experimental. While still a premium brand, Alienware needed to open up and encompass this notion of enabling gamers to be anyone they wanted and permit them to go anywhere they choose. Our new motto shifted to, "We're you're portal to new worlds where boundaries don't exist and nothing holds you back."

We worked with MPC to create the new default wallpapers that ship on systems.​

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Brand Guidelines | Templates | PC Default Wallpapers

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