Magical copy, for Dell
Dell provides customers with technology products and services that help them do more – at home, work, school, and everywhere else in their world.
When Dell decided to create a customer support service, it approached IT communications agency Wilson Miller for help. The challenge involved moving people away from their preconceptions of Dell as a “box-shifter” and reaching out to the audience with a non-technical approach.
Having developed an engaging brand name and visual concept (using people’s reactions to solving a PC problem), Wilson Miller asked RichWords to work on the copy platform.
As this double-page press ad shows, we replaced industry-standard technical jargon with conversational language to develop a tone of voice that reinforced the brand’s visual style and positioning.