DELL chose Fisher Design to help take its direct-to-consumer packaging and redesign it for its first ever launch in retail. To make the move from brown shipping containers to brand-driven retail packaging required deep understanding of the retail environment and effective brand design. We worked closely with Dell's design team and partners to provide copy strategy, package design and implementation services that ensured core brand assets were maintained and the design was executed with excellence. The project, which was completed with speed and accuracy, included strategists, designers and production experts, as well as placing team members onsite at Dell to ensure quick turnaround. Every asset was routed, approved and released through Fisher Design's PAL system, an online tool for managing project workflow and brand assets globally.