It Starts with Intel
Overview: I was the design lead responsible for creating a full suite of visual content and associated guidelines to utilize during the rollout of Intel’s new “It starts with Intel” global campaign. The creative guardrails and design system provides general guidance for Intel employees, creators, and partners on how and when to integrate “It starts with Intel” and the appropriate assets from a visual and verbal perspective
The “It starts with Intel” campaign is more than a logo lockup. It’s an overall visual system of flexible elements built on Intel’s foundational visual design system for a unified and focused platform of communication. The Intel brand Spark system of layout is an important component that supports Intel’s brand strategy and delivers an underlying branded visual thread through all materials. Type is an important foundational element in this system. The “It Starts With” campaign utilizes the proximity system. With this method, create the perception of a corner-to-corner relationship with other layout elements, but do not allow them to physically touch.
Multiple Approaches for Different Scales
Tasked with incorporating existing brand system to build a scalable campaign identity, we came up with three layout structures that can expand and contract as needed depending on content - the Split, Photographic , and non-photographic layouts. An extended typographic system and color palette was developed to support the campaign.
Client: Intel
Creative Director: Timothy Gunatalika
Design Director: Ali Abidi
Senior Designer: Ana Andreeva
Art Director: Charles Hiliger, Brennan Sullivan
Group Design Director: Zulema Orzoco
Agency: Dentsu Creative
Creative Director: Timothy Gunatalika
Design Director: Ali Abidi
Senior Designer: Ana Andreeva
Art Director: Charles Hiliger, Brennan Sullivan
Group Design Director: Zulema Orzoco
Agency: Dentsu Creative
