“When a company is filled with engineers, it turns to engineering to solve problems. Reduce each decision to a simple logic problem. Remove all subjectivity and just look at the data. Data in your favor? Ok, launch it. Data shows negative effects? Back to the drawing board. And that data eventually becomes a crutch for every decision, paralyzing the company and preventing it from making any daring decisions.”
Under the direction of Creative Director Extraordinaire Simon Waterfall, my immensely talented colleagues Paul Bean and Alex Smith, graphic designers at Group of Humans, developed a system based on Intel Chip Architecture guru Raja Koduri’s essential Six Pillars. the Intel Hexagon was born and we used it to create a new language in order to begin a new era of modern communication for the global tech company.
COMPUTE CONFERENCE
Tasked with conceptualizing and directing Intel flagship annual keynote event, I set about creating a new story. When I read a great story by a company, it doesn’t necessarily make me want to go buy their product right then. But it makes me feel better about the company because it shows they care about their craft, and creating something that is beautiful, so I start to assume that they put that same purpose into making their products. The event would be unlike any other Silicon Valley had ever seen. With the collaboration of our good Friend, architect Guy Reziciner at SOLID, we imagined a place like no other.
TEASER
TRAILER
FLOOR PLANS
MATERIALS RESEARCH
RENDERINGS
PIER 35 / BEFORE
PIER 35 / AFTER
