Client Story

Dell ATG Series

Defining Dell’s new class of ruggedized notebook

With a new family of business-class notebooks in the market, Dell wanted to extend the platform to include an advanced, ruggedized product line positioned for use by true road warriors in tough environments.

Dell ATG series rugged laptops

To create the strategy for this product line, we envisioned ideal product scenarios for rugged products, expressed as two distinct personalities. The product attributes, visual positioning and design language “show cars”, expressed a clear vision for final product development.

Dell ATG series rugged laptops

This strategy drove Dell’s development of a series of next-generation, ruggedized ATG notebooks.

Explore more

Contact the team

We look forward to hearing from you.

Get actionable insight straight to your inbox via our monthly newsletter.