Exhibition booth design

DELL builds challenger brand

Positioning to leverage digital transformation

DELL, better known for their roots in online retailing, in customised computing hardware, had built a $2billion dollar business in enterprise software and consultancy. This is the division we worked with in the financial services market.

There was a need to shift perceptions. DELL Services wanted to be positioned as a more agile strategic business consultancy, with a suite of advanced enterprise solutions, capable of enabling financial service companies to fast track the digital transformation of their business. 

DELL Services target is challenger banks. And the launch pad for their narrative was SIBOS 2016. We designed and produced their exhibition booth, to reinforce a consultative approach, and shed the hard sell, retailer perceptions.

At the heart of the booth was a looping film on an imposing media wall. This highlighted their solutions to the issues challenging the financial services sector.

DELL Services was acquired by Japan's NTT Data, the same year. 

Further reading