Marketing and branding
Leading design on an award-winning marketing campaign for Intel
By combining my expertise in editorial design with an in-depth understanding of the target audience, I was able to craft a campaign for Intel that delivered results.
Situation /
During my 7 years at Haymarket Media Group, while working as Senior Designer for Stuff magazine, I had the chance to lead the end-to-end design for a brand partnership with Intel - an opportunity I jumped at.
Task /
Increase Intel’s brand visibility and their image as a leader in the tech space, aligning them with the most innovative tech start-ups.
Engage a target audience of tech enthusiasts - surprising and delighting them with interesting and visually arresting content.
Grow Stuff’s reputation as a trusted voice in tech, showcasing the latest gadgets and putting them in people’s hands.
Expand Stuff’s readership and increase magazine sales by bundling the new issue with a printed supplement: The 25 most exciting ideas in tech.
The Stuff Innovation Lab was a pop-up event, held in London’s Brick Lane and open to the public.
Attendees got a chance to meet the Stuff editorial team and try out the most anticipated products of the year.
Gadgets being showcased included the iPad Pro, BMW i8, 4K OLED TVs and virtual reality gaming headsets.
Action /
As the design lead, I established the visual identity of the campaign and then led its application across the various touchpoints, which included a printed supplement, a microsite and live events in London.
I enjoyed an excellent working relationship with the team and made sure to communicate effectively throughout the project with the various stakeholders.
Understanding the audience
The team had extensive knowledge of the target audience for this campaign, as ‘tech enthusiasts’ were also Stuff magazine’s core audience.
This meant that I was able to draw on a wealth of existing audience insights, along with the experience and subject matter expertise of Stuff’s editorial team.
By working closely with the marketing executives and copywriters, I quickly familiarised myself with the campaign goals, the audience needs and the content that would be featured.
Setting the design direction for the campaign
The printed supplement was a central component of the campaign and the first element that I worked on - and it set the tone for the other deliverables.
It was designed to be bundled with the print magazine to boost sales and distributed at the live events to leave a lasting impression on attendees and enhance brand recognition for both Intel and Stuff.
I designed the entire supplement myself, making sure that the content and layout worked well together to create something inviting and easy to browse.
It was designed to be opened on any page and flicked through, so every spread needed to be visually exciting and of interest to the reader.
Managing external creatives
The campaign needed to visually communicate the theme of cutting-edge innovation and show off the featured tech in a highly desirable way.
So when high-quality imagery was unavailable, bespoke illustrations were created, meaning a premium aesthetic could be maintained throughout.
I was responsible for selecting, briefing and managing the illustrators - balancing a strict budget and tight deadlines to deliver exactly what was needed.
Delivering the microsite and live events
I collaborated closely with Haymarket’s Creative Solutions department, and in particular their web designer, to launch the microsite for this campaign - providing them with the visual assets and offering guidance and feedback.
The campaign extended to two live events in London and the assets I created were used for promotional banners and other event signage.
By combining strategic design oversight with effective collaboration across all of the touchpoints, I was able to deliver a cohesive and engaging campaign that resonated with the audience.
Result /
The campaign achieved outstanding results:
The live events were well-attended, drawing in the target audience and boosting Intel’s brand image as a leader in innovation.
The microsite saw high traffic and great user engagement.
The print supplement, which was bundled with the monthly magazine, proved popular and led to increased sales.
Stuff magazine grew its online and print readership, reaching new audiences and solidifying its reputation as a trusted voice in tech.
The campaign received positive media coverage, winning two awards.
Best Brand Partnership
Digiday Awards
Commercial Partnership of the Year
PPA Digital Awards