Fader Fort

Fader Fort

SXSW was a huge opportunity to make an impression on a younger audience that wanted more from their brands, and are less concerned with price point and speeds and feeds. Dell was a sponsor of the Fader Fort every year up until 2016. This partnership allowed opportunities for print, video, and event space design. We worked with agencies like  Happen Creative to develop a lounge experience that would introduce attendees to the latest products from Dell, while also communicating Dell's ongoing commitments to improving the planet.

Dell’s Corporate Responsibility team requested our help with finding a way to communicate Dell’s sustainability efforts and the Dell Reconnect program, a computer recycling program sponsored by Dell and Goodwill. Our team came up with a fun installation piece we called the “Keyboard Wall”; a handcrafted six-foot by six-foot panel covered with over 10,000 keyboard keys pulled from 300 pounds of used and recycled keyboards. The keys were hand removed, cleaned (yuck), sorted, and glued to create the Dell logo and highlight information about the program. The final result was an impressive conversation piece that has traveled to numerous Dell events.

Creative Director: Tommy Lynn
Art Director: Noel BarnesMegan Sömmer
Joshua Kramer, Russell Toynes
Designer: Melana HolderAndrew Van Hyfte
Jose Miranda, Russell Toynes
Copy: Meg Haley

Date: 2013 - 2015
Client: Dell
Role: Art Director
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