Intel
Rebrand (My role: Lead Brand Director,, Design Director) For this rebrand, we changed everything except for the logo and the infamous Intel jingle. Starting with the chip itself, we developed a new iconic chip visual based on a study of all of Intel's existing chips. The chip now better encapsulates the rebrand — bold and enlightened. We then set out to reimagine all communications with a new photo style, large-scale ad campaign and collateral ranging from printed pieces to mobile and digital communications. We capped off the design work with a new font we had commisioned with Bruno Maag through our partner angency, Red Peak. For almost 50 years, Intel has been expanding the world’s understanding of what’s possible. But we have been literally and figuratively locked inside. The relaunch is a whole new Intel, repositioning the brand from PC Hardware Component to an Experiential Exponent, staking the rightful claim to all of the amazing experiences Intel makes possible. We will let the inside out and allow people to “Experience What’s Inside.”