Our brief from Intel was “to shed the Evil Corporation branding we have in the (gaming) community.” Despite a legacy of supporting the best gaming experiences, Intel continued to be seen as a corporation that didn’t understand gamers.

We needed to create a new global gaming identity which signalled Intel’s commitment to gaming, would resonate with gamers, and would allow Intel to take due credit for its role in gaming technology and culture.

This global identity is based on the concept of a portal, taking gamers on a journey to the different worlds of Intel Gaming.

The portal pattern is created from the dot of the “i” in the Intel logo. The square shape in the Masterbrand acts as a symbol that alludes directly to the processor but also represents Intel technology inside the world's many gaming innovations. The portal identity evolves and adapts, recognisably linking all of Intel’s activities and communications in gaming.

The target audience is enthusiast gamers, globally.

The ‘portal’ is the keystone to the Intel gaming identity. The portal graphic is a flexible device which can be used in full or in cropped formats for any touchpoint.

There are 3 main colourways for the portal, and new portals are created to support product launches and events.

The identity toolkit also includes a colour palette, typeface and tone of voice specifically designed for Intel gaming. These elements have been created by ‘hacking’ the corporate toolkit: the typeface has been made more bold and confident, the colours have been intensified to become more vibrant, and tone of voice is more challenging and playful, with a smart, humorous tone.

The identity recognisably links all of Intel’s gaming activities and communications globally.

The new gaming brand has reached over 78 million gamers and energized Intel’s partners, resulting in a record 250 partner sign-ups, a primary KPI for the B2B2C company. This new enthusiasm has even spurred on sales, with a 45% incremental sales increase in the US.

Across social media, our global channel went from 20,000 to 400,000 in the first 12 months since the rebrand, and in Taiwan our social share of voice has doubled.

According to Rob Clark, Intel Global Gaming Marketing Director and our key client, we have transformed Intel’s image among gamers. He said, “Our Gaming brand has created a unique place for Intel to stand out in the gaming ecosystem so that we can become known for the authentic value we bring to the gaming community. This new brand identity really helps to accelerate Intel to where we want to be.”