For years, Intel built its reputation through the persistent focus on the inside. Unfortunately, this had led to the brand going from the inside to the invisible. The Brand Book was a coming out for the brand. It does more than just say how Intel is an experiential brand, it delivers emotional impact, highlighting real-world experiences where Intel’s role is essential. So essential, the experience wouldn’t be possible without it.

The Brand Book demonstrates how technology elevates art, fashion, sports, healthcare and gaming. From Intel at the ESPN Winter X games to partnering with Lady Gaga at the Grammys, the brand gained relevance, especially with younger consumers who use Intel-powered devices but did not have a relationship with the brand. Bringing to life the intersection between technology and passion areas, the book helped to reach people in a more visceral manner.

We set out to bring amazing stories to life. The Brand Book captures the vividness and drama of real life through its stylized treatment. Type is bold and reinforces the scene, whether its floating type accompanying a drone or upside-down lettering with a BMX bike. Photography was selected for its powerful yet realistic quality—imagery had to feel real and authentic—but contrast was used to enhance the drama. We also introduced new color gradients, layered over the corporate colors, to express the brand’s newfound dynamism. In production, varnishes created more layers and textures through the piece.

The Brand Book also showcases what can be done with the new identity elements. When these elements come together, this helps to showcase the revitalization of the brand. It’s an exciting new chapter Intel.

The Brand Book became the preferred way to showcase and communicate the new brand identity. It is the benchmark for all external agencies and the internal creative department as they continue to develop and implement the identity system. The Brand Book also functions as a sales tool, as Intel continues to partner with best-in-class experiential brands like the NFL, Red Bull Media House, and X-Games to enable real-life amazing experiences.

Our work shepherded change for the brand, transferring its orientation from the inside to the world around them. A 50-year-old organization is revitalized and regains relevance.