AMD 2022 FELLOWS FORUM
creating the look
Every year AMD hosts a Fellows Forum event that brings together some of the brightest minds in the industry. The stakeholder was looking for a premium look and feel that reflected the prestige of the event and the VP of Brand Marketing wanted the branding to lean heavily into a black, sleek look. I developed three options, ensuring that 'premium’ and ‘exclusive’ were top of mind. The infinity symbol was a requested motif to reflect the infinite possibilities for AMD as they scaled up their business. The below options constituted my first round of creative and below them you’ll see the feedback received and how I worked that feedback into the second round before landing on the final branding.
The initial direction to keep things dark and monotone was lifted in favor of introducing a hit of brand colors to provide more visual interest. Ultimately, I decided to merge concepts; taking the layout and typography from Option 3 and mixing in some of the style cues from Option 2. Going with an orange to red gradient made the piece come to life with an energy that reflected AMD’s red hot acceleration over the last few years.
Getting the word out
The initial goal for the event was digital outreach in the form of a targeted e-mail and digital banner. Designing both the e-mail and banner gave me a chance to extend the visual language of the event into new formats. While still prominently featuring the infinity symbol artwork, I utilized the orange/red gradient as a highlight color through the e-mail as it lended itself naturally to headline copy and CTA buttons.
completing the picture
Once the digital side of the event was complete and the guest list was all invited, it was time to shift focus to designing the physical aspects of the event. Here again, I kept focus on the infinity symbol key art, while making sure to maintain the dark palette with pops of the orange/red gradient. From the directional signage to the gifted items, my goal was to always provide an aesthetic that reflected the premium and exclusive nature of the event.
My Role: Art Direction, Event Identity, Conceptual Development, and Asset Production
Head of Design for AMD: Daniel Moore
Project Management Team: Zacharias Mack and Tyler Webb