Intel was setting out to define a new category. I was tasked with building a brand from the ground up that would set the standard for premium thin and light laptops, balancing top-tier performance, battery life, and responsiveness for modern professionals.

Over two years, I led an empathy-driven research program that mapped how people actually work and live — blending productivity, entertainment, and mobility. These insights shaped both the technology requirements and the brand foundation, ensuring the result spoke to real human needs, not just specs.

The outcome was Intel Evo: a brand that verified real-world performance across battery life, instant wake, and consistent connectivity. Launched during the pandemic, Evo delivered a simple yet powerful promise—“thin, light, and uncompromising.”

It became the industry benchmark for premium laptops and a trusted signal of quality for both consumers and OEMs.

Intel Evo achieved a highly successful global launch despite unprecedented market challenges. It redefined the thin and light category, unified Intel’s internal teams under a single brand vision, and strengthened Intel’s leadership in premium computing. Today, Evo remains a cornerstone of Intel’s brand architecture — proof of how insight-led strategy can shape both product and perception.