Role:
Product Marketing Design Intern @ GlobalFoundries
Timeframe:
12 weeks
Contribution:
Branding, Graphic Design
Tools:
Illustrator, InDesign, PowerPoint
GTS 2024
Overview
For the GlobalFoundries Technology Summit (GTS) 2024, an annual global event series for leaders in the semiconductor industry, I led the creation of the complete event visual identity.
My role focused on building a scalable visual system that aligned with GF’s corporate brand while introducing a fresh, event-specific identity.
My impact included ensuring global brand cohesion, improving attendee navigation and experience, supporting leadership presentations with consistent visuals, and creating a scalable design system applied across hundreds of deliverables.
Customer and partner attendees
Faster signage development
Visual assets created
Problem
The challenge:
How might we create a cohesive, scalable visual identity for GTS 2024 that aligns with GF’s corporate brand while delivering a fresh, future-focused event experience across global regions?
Audience
I approached this as a UX-driven branding project, starting with a deep understanding of the event’s key audiences.
Persona | Attendees | Speakers | Event Teams |
|---|---|---|---|
Goals | Navigate easily and access sessions smoothly | Deliver clear, aligned presentations | Run a consistent, scalable event |
Pain Points | Confusing signage, inconsistent visuals | Disjointed templates, unclear branding | Fragmented assets across regions |
Needs | Clear wayfinding and cohesive visuals | Polished, on-brand presentation assets | A scalable design system and precise guidelines |
Process
1. Brand Immersion
Reviewed GF’s core brand guidelines, marketing objectives, and stakeholder expectations to understand the non-negotiables and areas for creative flexibility.
2. Theme Translation & Concept Exploration
Interpreted the event theme, “AI Everywhere: The Critical Role of Essential Chips”, into visual directions, exploring how motion, energy, and innovation could be expressed while staying on-brand.
3. Visual System Development
Refined gradients, typography, color hierarchy, and compositional rules to create a cohesive system adaptable across signage, stage design, digital screens, and environmental graphics.
4. Prototyping & Iteration
Tested layouts, legibility, and scalability across real event contexts (long-distance signage, motion screens, low-light environments), adjusting for clarity and consistency.
5. Cross-Functional Collaboration
Worked closely with events, marketing, and production partners to ensure the system translated accurately across both physical and digital surfaces.
6. Final Production & Hand-Off
Delivered a polished asset library and implementation guidelines, supporting vendors and internal teams through final execution.
Context
The branding needed to:
Work across global regions and localized vendors.
Scale from large-format signage to mobile graphics.
Support GF executives delivering keynotes and technical sessions.
Maintain consistency across hundreds of digital and physical surfaces.
Design solution: Brand alignment
GlobalFoundries’ brand emphasizes connection and impact, expressed through a distinctive colon-inspired logo system and an energetic color palette of orange, purple, and yellow.
For GTS 2024, I evolved the corporate brand into an event identity that felt familiar yet forward-looking. Centered on the theme “AI Everywhere: The Critical Role of Essential Chips,” the visual system needed to balance consistency with innovation.
I used the orange–purple gradient as a primary graphic element, creating a dynamic, energetic look that connected to the core palette while giving the summit its own distinct identity.
Throughout, the event branding acted as an extension of GF’s corporate identity while signaling the future-facing conversations at the summit.
Design solution: Event brand guidelines
I created a centralized visual system for the summit, enabling consistency and efficient production across regions and vendors.
Design solution: Asset system
Problem: The event required hundreds of assets across formats, and production varied by region.
Solution:
Designed a modular system adaptable to banners, signage, digital screens, and app assets.
Created templates for speaker decks, announcements, and website graphics.
Ensured all assets shared consistent spacing, color usage, and layout logic.
Impact:
Created 100+ visual deliverables.
Supported efficient large-scale production across regions.
Reduced design time while maintaining visual quality.
Outcomes
GTS 2024 allowed me to learn to design scalable event systems, where clear wayfinding, cohesive branding, and global consistency directly shaped the user experience.This project expanded my skills in:
Design Systems Thinking: Creating brand guidelines that worked like a design system taught me how to scale identity across hundreds of assets and contexts.
UX in Branding: Designing signage and event visuals emphasized that branding isn’t just about aesthetics; it’s also about usability, legibility, and audience experience.
Scalable Design Practice: Delivering 100+ assets pushed me to work efficiently while maintaining a high level of consistency and polish.
