Intel AI and OpenVINO

  • Project summary:
    As a industry leader in AI technology, Intel needed a creative partner to create an evergreen developer marketing campaign to promote their OpenVINO AI tools, which enable developers to build and create their own AI apps with greater speed and scalability. We collaborated with the global Intel evangelist team to create landing pages, technical content, videos, and to raise awareness and engagement of the OpenVINO platform among AI developers.

  • Role:
    Design lead

  • Team:
    Catchy

  • Tools:
    Figma, Overlord, After Effects

Creative approach

01: Discovery and Audit
Review existing Intel research and strategies while analyzing gathered data to find trends and gaps. We provided recommendations for new content to better map the existing developer content journey. At the same time refreshing and designing existing content.

02: Content Planning
Prioritizing content topics and establish a content backlog, including recommendations for formats while developing a content calendar with execution and delivery plans.

03: Implementation
Creating content outlines, graphics, animations, outlines, comps, and recording guidance for developer evangelist videos.

Successes:

  • 5M+ Reach

  • 890K+ Engaged Developers
    3X Increase of event attendance

Landing page design V1 (2023):

Overview

OpenVINO™ (Open Visual Inference & Neural Network Optimization) is Intel’s open-source AI toolkit that helps developers optimize and deploy trained AI models across Intel hardware. It improves AI inference performance, reduces latency, and enables applications such as computer vision, natural language processing, and generative AI to run efficiently on CPUs, GPUs, NPUs, and edge devices with minimal code changes.

This page serves as an entrance for both new users unfamiliar with OpenVINO and returning users.

Design considerations when building:

  • Due to the constraints of the legacy CMS, customization options were limited. We leveraged creative design approaches to successfully reflect the new brand identity while working within those boundaries.

Landing page redesign V2 (2024):

Overview

After a year of collecting feedback from client and users based on their experience with the site, we used the data to re-design and simplify the page.

User and client feedback:

  • Too much copy. We shortened copy as well as restructured the tone of voice for easier skimming.

  • Not enough users were watching the overview video.

  • Update to AI branding, less “sparks,” gradients, and textures. Cleaner and minimal layout with updated modules from the Intel pattern library.

  • Easily sorted and more evergreen cards to house the reference kits. New card component has a sortable element that will help the content grow without creating a long scroll.

Visit live site >

OpenVINO ad set – Real World Solutions

Landing page design finalization:

Incorporating updates and client feedback:

Overall feedback loops were minimal. The final design incorporated elements from each design with the emphasis of three things: A short scroll, featuring imagery from video for continuity, and a quick read.

Activations:

We launched an awareness and engagement campaign in support of the release of the No-code Payments Integration Tool, activating social, search, display, and video campaigns across developer-focused partners.

These channels include:
Reddit
Facebook
LinkedIn
Twitter
Google
BuySellAds
Slashdot Media
Ethical