Dell Consumer Catalog, June


Wunderman Production (United States)

Project Title: Dell Consumer Catalog, June
Client or Class Name: Dell -

Too good to toss. Making catalogs sexy again.


Recycling is in. Except when people toss your product catalogs without reading them. Dell wanted to save its catalogs from the bin with a thoughtful redesign that increased purchase intent. The assignment: Go from boring to beautiful.


To stop catalog trashing, we had to create a visually compelling and easily skimmed book. It needed useful information, fun and some product swagger. The photography had to be authentic, the copy brief, and the message relatable to boost interest in the Dell brand.

Big Idea

Goodbye clutter. Hello white space. We stripped the catalog to the studs and opened up some breathing space. The photography became aspirational. Dull product descriptions became one-liners. And every page told the Dell story with contemporary style and elegance.

To bring in editorial interest we dropped in talk bubbles with headlines like “ULTRA WOW” and “Whoa!” We made tech talk more hip with “Life Hacks” sidebars. And we used featured artists, entrepreneurs and entertainers who use Dell to give the brand some cool factor.

Finally, we bridged the print-digital gap by allowing readers to Shazam various pages to learn more about products and purchase online.


What ensures that you’ve rescued your catalog from a tragic trashing? Solid results and gushing clients. Done and done.

The stats:

  • Doubled circulation
  • 16% performance increase
  • 19% better at driving innovation
  • 13% better at purchase intent


The clients:

“I love this. It is beautiful – love the font, love the customer stories and entire book.
Liz Matthews – Executive Director Corporate Brand and Purpose, Dell

“Rave reviews! Thank you so much for pushing the limits on the catalog and coming up with a great piece of creative.
Peggy Kaley – Marketing Director, Dell

View entire pdf



Creative Team

Executive Creative Director:
Steve Miller

Creative Director:
Alison Cannon

Account Director:
Dechella Rice

Kim Smith:
Kim Smith

Senior Copywriter:
Sharon Tunrbull

Michael Streiter

Junior Copywriter:
Will Lopez

Account Manager:
Kelsey Willard



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