💻 Dell | Dell Pro Landing Pages | Portfolio Rebrand Initiative

Client: Dell Technologies – Digital Marketing
Role: Web Copywriter (Dell.com Content Development)
Project Type: Franchise Landing Pages for Product Line Rebrand
Deliverables:

  • Dell + Dell Pro Franchise Page Copy (Hero, Pillars, Feature Tiles, Banners)

  • Page Structure Strategy & Messaging Hierarchy

  • Voice Refinement for Consumer vs. Commercial Personas
    Milestone: First large-scale brand simplification initiative on Dell.com—pivoted midstream into a supporting role alongside an external agency

🔍 Project Overview

As part of a sweeping company-wide product line simplification, Dell retired longstanding product brands like XPS, Inspiron, and Latitude from public-facing marketing and introduced a new tiered naming structure:

  • Dell (Consumer)

  • Dell Pro (Commercial)

  • Dell Pro Max (High-performance Commercial)

The goal was to educate customers during this transition and introduce these new umbrella brands in a way that was modern, streamlined, and easy to understand—especially during a phase when legacy and new naming conventions would still co-exist on Dell.com.

I was brought in to help write the flagship franchise pages for Dell and Dell Pro—the cornerstone web content that would anchor the entire rollout and move customers from “Learn” to “Buy.”

🧠 Messaging Strategy

We built messaging that clearly differentiated the consumer and commercial offerings while highlighting shared values like design, innovation, and usability. My copy was shaped around each brand’s pillars:

🟦 Dell (Consumer)

  • Ease of Use – Devices designed for effortless setup and daily use

  • Superior Audiovisuals – Rich, immersive experiences through display and sound

  • Premium User Experience – Elegant form meets powerful function

🟧 Dell Pro (Commercial)

  • Delight the End User – Performance-driven machines with AI productivity features

  • Simplify IT – Tools for management, security, and reliability

  • Advance Sustainability – Circular design, low-impact packaging, and lifecycle services

To avoid brand confusion during the transition period, we added clear definitions of the new tier system (e.g., Dell Plus, Dell Premium, Dell Pro Max) and reassured users that Dell products were still as powerful and reliable—just under a new name.

✍️ My Contributions

  • Crafted brand-aligned copy for both Dell and Dell Pro LPs, including:

    • Hero messaging, page intros, subheads, feature tiles, and CTAs

    • Copy for video modules, carousels, and promotional site banners

  • Tailored tone for two distinct audiences:

    • Consumers (young, mobile-first “social butterflies” and “enthusiasts”)

    • Commercial buyers (BDMs and ITDMs focused on manageability and security)

  • Collaborated on structure and hierarchy for the landing page templates

  • Pivoted mid-project into a supporting role when Dell brought in external agency Rebellion, helping onboard their team and ensure consistency across all page components

📈 Final Outcome

While the creative ownership shifted midway, our team successfully:

  • Built the initial structure and copy foundation for the Dell and Dell Pro LPs

  • Helped shape the voice and messaging guidelines Rebellion later scaled

  • Supported alignment across regional teams, product marketing, and UX

The project culminated in two high-profile landing pages launched during CES 2025, helping to guide customers through one of the biggest brand transitions in Dell history.