Virtustream
After being acquired by Dell for $1.2 billion, this IaaS and managed services leader turned to my team for a brand overhaul, up-leveled messaging and a new website. As an agency-of-record, we drove brand awareness, digital marketing, and tradeshow support as the company settled into its key enterprise cloud role for Dell Technologies.
Implementing a compelling, reimagined brand that resonates with all target audiences requires work across all mediums. From strategic SEO and PPC to awareness banner ads to iconography, we built messaging and a system to protect and expand Virtustream’s identity and market position.
virtustream.com
The most critical expression of the new positioning and branding is the the “sales person” working 24 hours a day, 7 days a week, 365 days of the year—the web site. We rebuilt the site from the ground up with the new logo, typography, layout and copy standards. A system that extended fluidly beyond the web site into advertising, collateral, events, video and social media.
Staking out their territory
With over a dozen technology brands within the Dell portfolio of companies, it was important to maintain and enchance culture of the Virtustream group, and this series of posters were created to identify and amplify their teams.
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This limited run of screen printed, 24”x36 posters were a runaway success. The inital run was focused on telling the stories of key technologes with the symbols being made up of illustrations capturing the everyday people and artifacts being impacted by Virtustream. Subsequent editions of the poster series took the three letter abbreviations of local airport codes to signify teams in specific geographies.
New Brand Standards
We made updates to logo and dramatic changes to visual language and tone of voice. The team created comprehensive brand guidelines to effectively guide employees and partners on the nuances of the refreshed brand while combatting brand dilution across the organization.
With acquisitions also comes multiple icon families. We cleaned up confusion by consolidating into one visual style now employed on the website, in sales decks and software diagrams, and more.
The Escalator Pitch
Restraint tends to yield powerful solutions. When creating an approach for promoting Virtustream’s presence at industry events, we looked at how to bring wit and a relevant self-awareness to some of the odd sponsored spaces that avail themselves at venues.
Video Versatility
As seen above had the trade show booths designed with video screens as focal points, giving Virtustream an easy means of tailoring messaging from event to event. Bright and in constant motion, they provided an effective means of grabbing the attention of conference goers.
Here is an example of
one of the main tower videos.
