Architecting AI Systems
My Role
Visual Design Strategy, Creative Direction, Design Execution
Scope
Campaign Visual System, 50+ Presentation Layouts, Motion Design, Digital, and Applications
Collaborators
Samsung MarCom (Memory IMC: Jieun Kim), James Cho (IMC Lead), Cherie Britt (Head of US MarCom), NVIDIA
Year / Location
2026 / California
For Nvidia GTC 2026, I led the visual design strategy for Samsung Semiconductor's presence, centered around the theme "Architecting AI Systems." My responsibility was to direct the visual identity that bridged Samsung’s hardware engineering with the cutting-edge aesthetic of the AI era.
The Challenge
To bridge Samsung’s physical hardware identity with Nvidia’s deep-tech AI aesthetic, creating a unified visual language that communicates the breakthrough power of Next-Gen HBM4 Memory.
The Solution
I implemented a spatial-ready design system capable of scaling from technical keynote presentations (over 50+ modular slide layouts) to physical event spaces and global digital campaigns. By prioritizing visual hierarchy and cognitive ease, the system translates complex data-bottleneck solutions into a visual narrative.
The Outcome
Samsung Semiconductor highlighted the “Breakthrough” Samsung HBM4 delivers to next-gen AI systems. The Memory Solutions empower: AI Factories, tailored products for Local AI devices, and efficient memory and storage for Physical AI. It showed how the latest technology roadmap solves today’s data bottlenecks and anticipates the future of memory architected for AI systems.
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Project details are limited to protect confidential and proprietary information.
To communicate the breakthrough efficiency of Samsung’s HBM4 technology, I developed a kinetic motion system that translates dense engineering specifications into an intuitive visual narrative. By synchronizing typographic hierarchy with spatial transitions, this animation reduces cognitive load while maintaining the high-performance and deep-tech aesthetic for the audience.
Motion Design by
Eugene See
Messaging by
Cherie Britt, Jieun Kim, and Eugene See