Intel Core M: Powering the launch of the latest chip

The Brief

For Intel^®, 2014 was all about Core^™ M. The 6th Generation Intel Core processors were built on a groundbreaking new 14nm manufacturing process, which meant more power from less energy, faster response times and significantly increased battery life.

We set out to clearly convey the key benefits, and engage users with Core M’s power and versatility.

The Approach

Everything’s going mobile, and Core M was purpose-built for better, faster mobile devices. We wanted to create a user-focused experience that demonstrated key benefits in relatable, relevant terms.

The Key Challenge

Millennials are a huge demographic, and they’re quickly aging into a nearly universal prime target, particularly for technology-related products and services. We know they have high sensitivity to, and zero tolerance for, marketing fluff, so it was critical that we couch all messaging in proof points based on real, relevant data.

The Result

Sharp, propulsive headlines beckoned from the Intel.com home page, and external media, then a fully redesigned product section delivered the whole story in one place. We seeded the design throughout with clear and relevant proof points, heavily footnoted for even the most discerning readers.

GLOBAL PRODUCT LAUNCH

Intel's Core M Processor

Intel launches a new version of their top-end processor every two years. For 2014, it was all about Core M. The 6th Generation Intel Core processors were built on a groundbreaking new 14nm manufacturing process, which meant more power from less energy, faster response times and significantly increased battery life.

This latest processor was purpose-built for mobile devices, and the 2 in 1 form factor was positioned to be the perfect alternative to multiple devices. We set out to clearly convey the key benefits, and engage users with a long-scroll page showcasing Core M’s power and versatility.

Intel.com Home Page

Primary Product Page: 2 in 1's

My Role

I was Associate Creative Director at Razorfish, working on the Intel account. This project entailed conceptual creative around an established brand messaging platform, then execution (writing and editing) across multiple touchpoints at Intel.com and beyond.

GLOBAL PRODUCT LAUNCH

Intel's Core M Processor

Intel.com Home Page

Primary Product Page: 2 in 1's

My Role

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