Introduction
Attracting the next wave of groundbreaking innovations.
Client: Dell Technologies Capital
Author: Alejandro Rodriguez
Date: October 15, 2024
Dell Technologies Capital
Overview
Dell Technologies Capital (DTC) has been a driving force in innovation, investing over $1.7B since 2012 and supporting groundbreaking companies that shape the technologies we rely on daily. Toil partnered with DTC to refresh their brand and redesign their website. The result is a sleek, compliant, and user-friendly website that elevates DTC's presence while highlighting its impact and vision.
About the Partnership
Our creative partnership started in 2023, when Toil was a (mere) twinkle in my eye. Ronda, who leads marketing and communications for DTC globally, was searching for someone to support on ongoing projects and was asking for referrals. A co-worker at the time suggested my name, and since then, we've worked on a dozen projects over the last 2 years.
In fact, this partnership made the leap to launching Toil possible. Transitioning from an independent designer to a creative studio was a leap into the unknown. Luckily, Ronda was open to continuing to work together and was pivotal to Toil's early success.
A few months into launching Toil, we partnered with DTC to refresh their brand and redesign their website. Our three key goals were to align with Dell Technologies' brand guidelines, create a modern and readable design, and improve content discoverability for potential portfolio companies.
Brand Look & Feel
The main pain point for the DTC brand was the disconnect between DTC and Dell Technologies. Though they operate independently, we received a new brand guideline from Dell Technologies that would help guide the brand refresh for DTC.
We leveraged a slate color palette while introducing gradients to add depth to the site. Introducing larger use of typography to make layouts bolder and engaging, while leaning on white space so that content is easy to read.
On the homepage, we create a bento grid to house news updates, announcements, and content. This hub allowed visitors to check out the latest and greatest coming from DTC. With an ever-growing portfolio of innovative companies, there are constant updates to share
Iconography
We created a custom set of icons to represent DTC’s six primary focus areas. Each icon used a combination of shapes and delicate line work to visually communicate its focus area. I’ve created a lot of icons in my career, but these icons are an easy favorite.
Finding the Right Development Partner
We partnered with Amply, a Webflow agency that helped bring the new DTC site to life. Throughout the design process, the Amply team was instrumental. Our project lead, Bradford, shared valuable ideas on tricky interactions and animations that shaped key design decisions. Their deep knowledge and experience made launching the site smooth and stress-free.
Big thanks to DTC for trusting us with the project!
