Case study
Virtustream
Design system
Unified digital presence
Messaging & positioning
Website development
Event & environmental design
Challenge
After being acquired by EMC and then part of the broader Dell Technologies acquisition, enterprise-class cloud provider Virtustream needed to establish a distinct identity that would resonate with its target audiences while fitting seamlessly into the Dell ecosystem.
The challenge was to unify the brand across all touchpoints—digital, physical, and experiential—ensuring that Virtustream’s unique culture and value propositions were clearly communicated, and providing tools and assets to enable other sales teams within the Dell Technologies group of companies to sell Virtustream's solutions.
Solution
The comprehensive rebrand included a new visual identity system, updated messaging, and the creation of a cohesive digital presence. The website, a critical component of the rebrand, was rebuilt from the ground up with a refined logo and new typography, layout, and copy standards that aligned with the refreshed positioning. This design system extended beyond the web to advertising, collateral, events, video, and social media, creating a unified and compelling brand experience.
A series of limited-edition screen-printed posters highlighted Virtustream’s technologies and teams, celebrating the company’s culture and presence within the Dell portfolio. A comprehensive sales enablement program was implemented to train EMC sellers on the Virtustream portfolio.
Impact
The rebranding initiative successfully reinforced Virtustream’s position as a leader in the enterprise cloud market while maintaining its distinct identity within the Dell ecosystem. The new website served as a 24/7/365 sales tool, embodying the brand’s new messaging and visual language. The updated brand standards and consolidated iconography streamlined the company’s communications, reducing confusion and enhancing brand consistency across all channels.
The poster series was a standout success, resonating with both internal teams and external audiences, further solidifying Virtustream’s cultural identity. At industry events, the innovative use of video screens and creative booth designs attracted attention and engagement, showcasing Virtustream’s capabilities in a visually compelling and memorable way.
