As Intel introduced its next-generation GPU, Iris Xe, they needed a bold identity that captured both performance and imagination. Rooted in the theme of discovery, we created a cinematic visual world inspired by space, refraction and surreal lightplay. The line “Unexpected paths lead to unexpected journeys” set the tone — inviting users into an expansive, unknown visual narrative. To support the core launch, we also developed a complementary design language for campaign and social use. This second expression leaned into geometric layouts, vector abstraction and modern gradient systems — offering a clean, modular counterpoint to the more atmospheric hero visuals.