Making the Invisible Unmissable: Qualcomm’s Transformation from Hidden Innovator to Industry Trailblazer
Challenge: Qualcomm, a multi-billion-dollar technology leader, powers some of the world’s most advanced devices and experiences—yet the brand itself remained largely invisible. With its innovations embedded inside third-party products, Qualcomm’s impact was immense but unseen.
Opportunity: It was time for Qualcomm to step forward, claim its influence, and communicate the value of its technology in a way the world could finally recognize. This rebrand needed to reposition Qualcomm as a visible, confident trailblazer leading the future of AI and intelligent connectivity.
Revealing the power within: designing a brand system for Qualcomm’s next era
Team:
Cristina Vásquez
Alice Sunaryo
Paula Saito
Silvia Arrascue
Julia Smith-Epstein
Qualcomm Brand Team
Solution: We created a bold new identity system built to make the invisible unmissable. At its center is a synapse-inspired radial supergraphic—a living visualization of energy flow within semiconductors that reinforces Qualcomm’s narrative as the “brain,” working alongside Snapdragon as the “heart” of breakthrough experiences. The brand toolkit includes a new graphic tagging device that clearly links Qualcomm’s technologies to the products they enable, and a dual-treatment photography system that bridges complex engineering with human benefit.
Results: The rebrand unified Qualcomm’s global portfolio under one cohesive story, bringing clarity and alignment across teams worldwide. Externally, it elevated Qualcomm’s visibility and recognition, shifting perception from a behind-the-scenes innovator to a category-defining leader shaping the future of AI, connectivity, and advanced computing.
