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AMD | Inventing a Design Language that Scales

Client: AMD

When it comes to computer graphics cards, AMD is locked in a nearly continuous cycle of one-upmanship with its rivals. Rapid graphic card advancement plus worldwide development teams made visual consistency a challenge across AMD products. AMD asked Pushstart to solve the issue with a scalable design language for Radeon, AMD’s flagship graphics cards family.

Maturity matters. PC gaming is a constantly evolving market with ever-shifting demographics. As consumers of high power cards have matured, so have their tastes — where gamer kids may have once coveted Camaros, they now lust after European sport sedans. Pushstart explored dozens of possible directions, ultimately landing on a bold, direct design concept.

Essential flexibility. The Radeon line is comprehensive. The brand includes multiple card shapes, cooling solutions, and price points. Pushstart’s design language needed to flex across ultra premium products with high-end materials and finishes to more affordable options, while maintaining a consistent brand presence across the spectrum.

Gamer’s delight. The finalized design language made its first appearance in late summer 2015 with the launch of AMD’s prestigious Radeon Fury X. The new look was well liked by reviewers and fans alike. Since then, globally distributed development teams have successfully applied the new design across numerous cards in the Radeon product line.


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