Dell Retail Fixture & Display Creative
Retail environment design and production for Dell — pallet displays, fixtures, POS, and multi-product launch campaigns rolled out across warehouse clubs and consumer electronics retailers.
Role: Design & Production Specialist
Focus Areas
Retail Design, Environmental Design, Point of Sale, Packaging, Print Production, Multi-Brand Systems
Overview of Projects
Design & Production Artist at Fitch (now Landor) — a global brand consultancy — as part of the team assigned to Dell. The Fitch creative team designed the Dell retail environments and campaign systems; my work spanned collaborative design contributions and heavy production execution, making sure every piece worked at the scale, format, and substrate the environment demanded. Dell was one of my primary accounts during my time at Fitch, spanning multiple product launches, retail environments, and co-marketing campaigns.
Project and Solution
The work covered Dell's presence across big-box and consumer electronics retail — Costco, Sam's Club, Best Buy, and other national accounts. Retail-environment design across pallet displays, in-store fixtures, tent cards, floor-standing signage, and POS materials. Multi-product-line campaigns across the Dell portfolio, including XPS 13, Inspiron 5000, Inspiron 15 5000 2-in-1, Inspiron 15 7000 Gaming, and the Inspiron Gaming Desktop lineup. Sub-brand campaigns for Dell Small Business and Dell Gaming environments, each with their own visual system tuned to a distinct audience.
Highlights included The Crown / XPS 13 campaign — a co-marketing tie-in featuring the Netflix series — with pallet displays and in-store fixtures rolled out across warehouse retailers. The Inspiron 5000 "Real Discovery" campaign carried an underwater diver visual into pallet displays and product literature across Costco. Dell Gaming built a distinctive environmental system for the Inspiron Gaming Desktop and Inspiron 15 7000 Gaming lineup, complete with immersive fixtures and dramatic hero imagery. Dell Small Business developed a warm, inviting retail environment for Sam's Club with charging stations, tent cards, sales collateral, and lifestyle imagery.
My contributions ran across design and production. On the design side, I worked collaboratively with the Fitch creative team on layouts, banner design, and smaller supporting pieces across each campaign. On the production side — where I contributed most heavily — I made sure every piece designed by the team worked in the retail environments it had to survive: dimensional fixtures, pallet display packaging, banner sizing across formats, print production for every substrate, and coordination with print vendors and prepress to ensure everything shipped correctly to each retail account.
Creative Direction
The Dell work covered a spectrum of visual languages tuned to different audiences and product lines. The Crown / XPS 13 campaign leaned into cinematic, editorial photography and dark, luxurious tones matching the Netflix series. The Inspiron 5000 "Real Discovery" campaign used aspirational lifestyle imagery — an underwater diver — to sell the laptop as an entertainment hub. Dell Small Business took a warm, human-centered approach with lifestyle photography and inviting environmental design. Dell Gaming committed to a bold, cinematic gaming aesthetic — dramatic hero imagery, immersive fixtures, and darker color palettes appropriate to the audience. Each sub-brand had its own consistent visual system that carried across every touchpoint in the retail environment.
Outcome
Delivered across Dell's national retail presence — Costco, Sam's Club, Best Buy, and other big-box and consumer electronics retailers. Product launches, environmental design, sub-brand retail environments, co-marketing tie-ins, and ongoing POS and campaign work across the Dell portfolio. Worked alongside the Fitch creative team, Dell marketing partners, print vendors, prepress, and retail account teams. Environmental work included pallet displays, floor-standing fixtures, tent cards, banners, sales sheets, and POS materials — each production-managed to work at the specific scale and substrate the retail environment demanded.
What else we've built
Each one different. Each one deliberate. A growing body of work across brand identity, digital experiences, and motion design.