Overview

NVIDIA, a leading technology company focusing on artificial intelligence, graphics processing units, and gaming, sought to deepen its connection with its core fans - gamers, as part of its branding effort to revive its 10-year-old NVIDIA GeForce brand.

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Role

As the Art Director for this branding effort, I was responsible for developing a visual language that could be used for NVIDIA's visual communications to connect with its core fanbase.

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Discovery

Research revealed that NVIDIA gamers shared a strong sense of community and identity, fostered through online communities, marketing efforts, and gaming events. I used this insight to sketch out design concepts for a visual language that would resonate with the gaming community.

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Design

Drawing inspiration from the NVIDIA master brand, I developed a stylized claw shape to represent the speed, precision, and power of the NVIDIA GeForce brand. This tribal visual language, called "The NVIDIA Claw," was embraced by the gaming community and used as tattoos and other forms of personal expression. Even the CEO himself sported the “NVIDIA Claw” tattoo.

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Impact

After the creation of "The NVIDIA Claw" design, it quickly became the signature design not only for the NVIDIA GeForce brand, but also for the entire NVIDIA brand. The gaming community embraced the design, using it as a symbol of their identity and pride in being part of the NVIDIA gaming community.

The NVIDIA teams integrated the design into all their visual communications, including micro-sites, graphics card products, packaging, online and offline marketing materials, and gaming events. The design even found its way into HR initiatives, serving as a symbol of the company's culture and values.

Since its inception in 2002, "The NVIDIA Claw" design has stood the test of time, remaining a powerful visual representation of NVIDIA's brand identity and a symbol of the company's commitment to innovation and excellence in the gaming industry.