As part of the launch of Intel’s next-generation GPU, Iris Xe, I developed a visual system designed to express performance, precision and next-gen capability across digital platforms. The work focused on building a controlled, light-driven design language, using gradients, refraction and motion to create a sense of depth and responsiveness, aligned with the product’s technical innovation. I led the motion and visual execution, defining transitions, interaction rhythms and scalable assets for digital and social applications. The system was designed to remain consistent across formats, balancing expressive visuals with clarity and usability.