Overview
Following Dell’s “Yours is Here” brand campaign, the company aimed to extend the theme into its high-profile back-to-school catalog, promoting bundled product solutions while simplifying the purchase experience for students and parents.

My Role
Collaborated with a writer to concept, write, and design the catalog, using relatable student scenarios to clearly communicate product benefits. Directed an on-location photoshoot featuring co-branded content with Pottery Barn Teen and Puma, ensuring visual storytelling aligned with the campaign’s tone and target audience.

Results
Delivered a visually cohesive, engaging catalog that reinforced Dell’s brand narrative, simplified the purchasing journey, and demonstrated effective integration of creative direction, photography, and strategic messaging.