Visual First: Making Intel the Voice of the Industry
Client:
Intel Corp.
My Contribution:
Concept Development
Creative Strategy
Art Direction
Illustration
Motion Graphics
Multi-Channel Branding
Social Vision and Strategy
Design for Accessibility
It began with a surprising discovery: while researching semiconductors, we realized Intel wasn’t showing up until page 3 of Google search results, and not at all in image search. For a company that literally invented the microprocessor, that visibility gap was unacceptable. Where was Intel in the tech conversation? I set out to change that.
Collaborating with my design team, I led the creation of Tech 101, a visual-first content series hosted on the Intel Newsroom designed to demystify complex technology topics through motion graphics and storytelling. No dense whitepapers. No jargon-heavy explainers. Just clear, engaging visuals that made semiconductors, AI, quantum computing, and Moore’s Law actually understandable. I led the creative vision, content strategy, and cross-functional collaboration from concept to execution and beyond. That meant developing the visual language and motion graphic style that made complex tech feel approachable, identifying which foundational topics would drive the most search visibility and audience engagement, and building the analytics framework to track reach, engagement, and SEO performance. But it also meant the ongoing work: managing content updates, scrubbing outdated information, and ensuring seamless integration across Intel platforms as technology evolved. Working closely with Marketing, PR, and Product teams, I ensured every piece served multiple audiences and business goals simultaneously.
Always with intention. Never just buried on page 3.
The strategy was straightforward: speak to an audience starting from zero. We designed the series to break down foundational concepts using motion graphics that made the complex topics accessible and, honestly, kind of fun to learn. The audience? Everyone. Tech enthusiasts, potential employees, students, journalists, and even Intel employees themselves. Whether you needed a quick visual explainer or were building business acumen, the series spoke to varying levels of expertise without talking down to anyone.
Each explainer used lightly animated visuals and evergreen topics to attract and retain visitors while stylistically differentiating Intel’s content from competitors. The visual hierarchy and storytelling guided the eye naturally, clarifying activities, meanings, and actions through design that served the content, not just decorated it.
The goals were ambitious. We wanted to establish Intel as the voice of the industry by addressing the anxiety and frustration people feel about technology, positioning Intel as the trusted educator, not just the manufacturer. Major news websites use interactive data visualizations to engage audiences, and we needed to up-level our channels to stay competitive with dynamic content that matched what leading outlets were doing. The series incorporated relevant tech keywords strategically, helping search engines recognize and rank Intel’s content higher, driving more organic traffic and visibility across new audience types. Beyond corporate comms, we positioned the series as educational materials for schools, teachers, and parents, promoting Intel’s commitment to STEM education while building advocacy that increased Intel’s reputation as the subject matter expert and creator of world-changing technology.
The metrics proved the strategy worked. All Tech 101 pages showed consistent growth in pageviews, despite not being actively promoted. The content had legs. The Semiconductor pages exhibited sustained weekly growth, proving their lasting relevance and user interest. People kept coming back. Moore’s Law maintained steady engagement, while the later-launched Manufacturing page gained traction quickly, validating our approach for future topics. Intel moved from page 3 to page 1 for key semiconductor searches, and image search results finally reflected Intel’s authority in the space.
Organic Engagement
The series of infographics were adapted posters per the Intel museum request to be shared with visitors and the original art was downloaded and turned into large posters and roll-ups to be used in various tech school events.
Tech 101 wasn’t just a content series. It was a strategic repositioning of Intel’s voice in the industry, executed through intentional design that transformed complex technical concepts into stories people actually wanted to engage with.
I had the privilege of working closely with Amber for most of the last 10 years and got to see the growing expanse of her talents soar over that time. She was the most sought-after designer at the company, delivering everything from simple social graphics to our ambitious digital and print yearbooks to our most prominent company annual reports. I would routinely come to Amber with a wall of text or vague idea of embellishing an idea visually and she consistently created visuals that multiplied the impact of each piece of communication, internally and online. Amber didn’t just take requests — she proposed and drove ideas that propelled our content strategy and contributed input and feedback that touched the entire range of our company communications. Over that time, she advanced from a functional lead to a team leader and manager, and her influence on the brand and on improving accessibility were felt companywide. I treasure the time we worked together and give the Amber the highest recommendation I could give.
— Jeremy Schultz, Content & Communications Leader at Intel