2021 T-Head Chipset Branding
T-Head boasts a comprehensive portfolio of terminal-cloud integrated full-stack products, encompassing cutting-edge offerings like AI chips and CPU Processor IPs, thus overseeing the entire spectrum of chip design processes.
As the product range continues to expand, the incumbent design of the earlier version struggles to effectively cater to an array of use cases. This proliferation of products has the potential to befuddle users. Simultaneously, due to the absence of prior systematic design efforts, certain inaccuracies have crept into the presentation of technical information. During the period spanning from December 2020 to March 2021, my responsibilities encompassed not only revitalizing the T-Head brand's design but also undertaking a comprehensive overhaul encompassing the product system, brand, and web design.
Home of T-Head
As the product range continues to expand, the incumbent design of the earlier version struggles to effectively cater to an array of use cases. This proliferation of products has the potential to befuddle users. Simultaneously, due to the absence of prior systematic design efforts, certain inaccuracies have crept into the presentation of technical information. During the period spanning from December 2020 to March 2021, my responsibilities encompassed not only revitalizing the T-Head brand's design but also undertaking a comprehensive overhaul encompassing the product system, brand, and web design.
Home of T-Head
Team member
Interaction flow: Shao Qi
UI: Yunge Li
Product operation: Yinxue Zhang, Jiahui Yu
Dev implement: Wentao Chen, Zhi Shuai
Interaction flow: Shao Qi
UI: Yunge Li
Product operation: Yinxue Zhang, Jiahui Yu
Dev implement: Wentao Chen, Zhi Shuai
My role
Product brand, visual & animation
Product brand, visual & animation
01. Challenges
our product offerings. Users frequently grapple with discerning the nuances between the CPU Processor IP and AI chip, leading to a substantial hurdle in recognition, particularly for the non-technical audience. The process of grasping the intricacies of our products tends to be protracted, often devoid of effective support. This predicament has roots in the past design approach, where both processor chips and AI chips were visually identical, thereby serving as the primary catalyst for user confusion.
Consequently, our design endeavors are guided by the following core objectives:
Consequently, our design endeavors are guided by the following core objectives:
- Facilitate user differentiation between tangible physical chips and architectural chipsets, all while cultivating a coherent brand vocabulary that renders understanding and utilization effortless.
- Forge a distinctive and original design identity that sets us apart from other chip manufacturers' branding conventions.
02. Product System Design
In order to establish a uniform representation for the CPU Processor IP, I employed a grid-based standard in the design process. This grid system operates on a hierarchical structure encompassing three tiers: separation, modules, and fundamental architecture. Each fundamental architecture was subjected to visual design, with these constituent elements remaining consistent across various combinations. This approach streamlines the user experience by expediting the location and comprehension of technical information.
Given that the CPU Processor IP commonly manifests in multi-layered series, I was mindful of averting potential comprehension barriers for users. Consequently, I embraced a holistic perspective during storyboarding, utilizing translucent elements to articulate the defining features of the architecture chip. This strategy not only enhances the global narrative but also augments the portrayal of intricate layers within the chip.
*CPU IP chip series and Hanguang chip *Animation by me
Given that the CPU Processor IP commonly manifests in multi-layered series, I was mindful of averting potential comprehension barriers for users. Consequently, I embraced a holistic perspective during storyboarding, utilizing translucent elements to articulate the defining features of the architecture chip. This strategy not only enhances the global narrative but also augments the portrayal of intricate layers within the chip.
*CPU IP chip series and Hanguang chip *Animation by me
03. Chipset Industry Application
I conceptualized and brought to life an immersive virtual exhibition space, showcasing the diverse application domains of chip technology, including but not limited to Computer Vision and Smart Home integration. Through an intuitive online interface, users are empowered to engage dynamically by interacting with interactive zones themed around specific scenarios. By clicking on these curated scenes, users gain access to comprehensive introductions and intricate details, thereby infusing the website's content with an engaging and captivating dimension.
04. T-head
The genesis of T-Head's design concept draws inspiration from the Mellivora Capensis, a resilient carnivorous mammal renowned for its unwavering survival instincts. We aspired for our product to emulate this innate "bravery," infusing it with a unique character. My responsibilities encompassed the development of the character branding. To encapsulate traits like "courage," "exploration," and "speed," I meticulously devised a repertoire of martial arts-inspired movements. This approach aimed to transform the chip's narrative from a mere technical exposition into a captivating fusion of engaging content. By bridging the gap between our product and users, we endeavored to forge a more profound connection and fortify customer loyalty.
Anticipating the future, T-Head's persona will make appearances at press conferences and public engagements, fostering heightened interaction. This strategic move seeks to create a tangible bond with the audience and elevate the brand's presence on the public stage.
Anticipating the future, T-Head's persona will make appearances at press conferences and public engagements, fostering heightened interaction. This strategic move seeks to create a tangible bond with the audience and elevate the brand's presence on the public stage.
