Brand Strategy, Visual and Verbal Communications

Second place: It's the perfect balance between ambition and accomplishment, between success and opportunity. You've done a lot, but you have a clear target - and a lot more to do.

That's how we approached the brand revitalization of AMD, the world's second-largest global supplier of microprocessors and graphics processing units. Rather than allowing itself to be seen by people as “Intel's competition” or “a value option,” as research findings suggested, AMD needed to stand for something else. Something prideful, not apologetic. Something ownable and clear. Something like its solid record of industry-leading innovation, which will empower AMD as it continues moving forward.

To first place. And beyond.