
engineered to take on next generation gaming
REDEFINING AMD'S HORIZON, A DUAL MISSION
Our mission was twofold: to design a comprehensive product line that not only propelled AMD to new heights but also reshaped the perception of GPU performance. While AMD had long been synonymous with exceptional performance per dollar, Radeon executives recognized the imperative of imbuing their products with a level of aesthetic sophistication that paralleled the quality of their electronics.
Grasping AMD's Vision and applying it
Our journey began with an exhaustive exploration of design direction, utilizing a plethora of tools such as mood boards, branding exercises, and personality boards. It was imperative for us to grasp not only AMD's aspirations but also the intricate dynamics of its competitive landscape. We had to design someting that did not looked like an existing product. With access to key stakeholders within AMD, we aligned our design vision with their overarching goals.
Engineering Excellence: Tackling Complexity
Our skilled team adeptly tackled the complex challenges posed by thermal and mechanical requirements, paving the way for the creation of innovative concepts, meticulous prototyping, and the development of comprehensive production packages. We provided unwavering service to AMD management and engineering teams, ensuring seamless integration of our designs into their operational framework, their electronics and critical termal designs.
Crafting Innovation: Enhancing AMD's Arsenal
From the intricate design of enclosures to the specificity of fan systems and the OEM-specific nuances of components like IO brackets and trays, our team embarked on a multifaceted journey to augment AMD's engineering capabilities. We crafted Surface CAD models, delved into the nuances of aluminum diecasting, and produced intricate manufacturing drawings and artwork, leaving no stone unturned in our quest for perfection. We HAD to help AMD make a better product than the competition
Collaboration with TIER ONE MANUFACTURERS
Our partnership with outstanding vendors, some being the principal Apple products manufacturers, marked a pivotal milestone in our endeavor. This collaboration not only strengthened our manufacturing capabilities but also provided invaluable insights into the intricacies of high-value, high-volume production processes, enhancing our collective expertise.
Finally on the big stage, the secret was out
Seldom do we find ourselves witnessing the launch of a product we've meticulously designed on such a grand stage, especially during a keynote event. It was an extraordinary moment for our team, one filled with an overwhelming sense of pride and excitement as we watched our vision come to life before a captivated audience.
Challenges in Product Family Design
Creating a product family requires anticipating every future release and committing clients to products that may still be in the speculative or nonexistent stage. This poses challenges for both the design and client teams. With AMD, maintaining consistency and reusing components across products necessitates foresight, even when the initial project design only offers a brief overview. What's designed now must seamlessly integrate with products slated for development a year later, despite potentially varying constraints, board layouts, and sizes.
Reviews, Speculations: Design Under Scrutiny
Due to AMD's embargo on performance testing, reviewers are unable to publish such tests until a specified date. Consequently, they could only assess the visual and mechanical aspects. This made our work the subject of the initial scrutiny on YouTube, which felt unusual as designers. While some comments were heartening, others wrongly speculated about AMD's influence on our design. It's a reminder not to trust everything found online!
Thanks to @HardwareCanucks for this amazing Video.