🖥️ Dell Pro Micro | Desktop Portfolio Rebrand

Client: Dell Technologies
Role: Copywriter – Dell Pro Micro Lead
Project Type: Website Content (Product Detail Pages, Site Banners, Feature Videos)
Deliverables:

  • Dell Pro Micro PDP copy

  • On-site featurette video script and guidance

  • Family-level homepage and category page banner messaging

  • Contribution to Dell Pro franchise tone and structure
    Milestone: Helped drive the Dell Pro brand voice forward as part of a massive global product and naming transition

🔍 Project Overview

As Dell transitioned away from legacy brands like OptiPlex, the company launched a unified new commercial desktop identity: Dell Pro Desktops—a professional-grade portfolio optimized for the AI era. As part of this broader portfolio rebrand, I was one of three writers brought in to help reshape the online experience across a suite of form factors: Tower, Slim, All-in-One, and Micro.

My primary focus was Dell Pro Micro, where I owned the end-to-end creation of digital copy, including the Product Detail Page (PDP), feature callouts, and modular storytelling that would live on Dell.com globally.

✍️ My Contributions

  • Led all copywriting for the Dell Pro Micro PDP, shaping tone, structure, and storytelling for the launch

  • Crafted site module copy for both the standard and plus configurations (Intel and AMD), reflecting key differentiators without overwhelming the user

  • Developed messaging hierarchy rooted in outcomes, not just specs—balancing feature-rich details with usability and value

  • Wrote banner headlines and shortform copy for family-level and product-level pages

  • Contributed to video scripting guidance for Dell Pro Micro’s on-site featurette and 3D fly-by videos

  • Collaborated with UX and global content teams to ensure consistency across SKUs and regions, including variants for APJ and EMEA

🧠 Messaging Focus

The Dell Pro Micro was framed as a compact but powerful solution built for IT-managed environments. Key messages included:

  • AI-enhanced performance: Intel® Core™ Ultra processors with NPUs, up to 13 TOPS

  • Thermal and acoustic improvements: New fan and venting design

  • Modular versatility: Optional mounts, stands, and docking configurations

  • Sustainability: Built with 50% recycled steel and shipped in multipack, low-waste packaging

  • Enterprise-ready reliability: Less than 1% first-year service event rate (TBC), 2-year lifecycle, and unified BIOS across the Pro family

🔧 Deliverables Breakdown

  • Dell Pro Micro PDP (Standard + Plus, Intel/AMD variants)

  • Site banners and hero copy for Dell Pro family pages

  • Short-form messaging for category and product modules

  • Guidance on UX writing for port diagrams, module structure, and “which config is best” interactions

  • Site video scripts and featurette input for Dell Pro Micro and Micro Plus

📈 Strategic Impact

This was a high-visibility project that helped:

  • Reintroduce Dell Pro as a streamlined, scalable commercial brand

  • Translate complex AI and modular messaging into clear value propositions for IT buyers

  • Position Dell Pro Micro as an ultracompact, sustainability-forward, enterprise-ready option in a crowded commercial market

The new PDPs, including Dell Pro Micro, went live in March 2025 as part of the company’s official portfolio rebrand launch on Dell.com.