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 Artist
Focus Areas
Retail Design, Environmental Design, Point of Sale, Packaging, Print Production, Multi-Brand Systems
Retail environments for enterprise tech
Design & Production Artist at Fitch (now Landor), assigned to Dell as one of my primary accounts across multiple product launches, retail environments, and co-marketing campaigns. The Fitch creative team designed the environments and campaign systems. My role split roughly 60/40 between production and design, contributing layouts, banners, and supporting pieces across each campaign, and making sure every piece worked at the scale, format, and substrate the environment demanded.
From endcap to staircase
The work covered Dell's presence across Costco, Sam's Club, Best Buy, and other national accounts: pallet displays, in-store fixtures, tent cards, floor-standing signage, and POS materials. Product lines included XPS 13, Inspiron 5000, the Inspiron 15 7000 Gaming lineup, and the Inspiron Gaming Desktop, plus sub-brand environments for Dell Small Business and Dell Gaming — each with its own visual system tuned to a distinct audience.
Highlights included The Crown / XPS 13 co-marketing tie-in with Netflix, rolled out across warehouse retailers, and the Inspiron 5000 "Real Discovery" campaign, which carried an underwater diver visual into pallet displays and product literature across Costco.
On the design side I worked with the team on layouts, banners, and supporting pieces. On production, I made sure every piece survived the retail environment: dimensional fixtures, pallet display packaging, banner sizing across formats, print production for every substrate, and coordination with vendors and prepress to ship correctly to each account.
Product first, space second
Each sub-brand had its own visual language. The Crown leaned cinematic and dark, matching the Netflix series. Real Discovery used aspirational lifestyle imagery to sell the laptop as an entertainment hub. Dell Small Business took a warm, human-centered approach. Dell Gaming committed to dramatic hero imagery and immersive fixtures. Every system carried across every touchpoint in the environment.
National retail rollout
Delivered across Dell's national retail presence, working alongside the Dell marketing partners, print vendors, prepress, and retail account teams.
What else we've built
Each one different. Each one deliberate. A growing body of work across brand identity, digital experiences, and motion design.