AI Impact Book

Brand Language, Editorial Design, Information Design

Visualising a nationwide study through brand-driven editorial design and data-based storytelling.

Will robots replace humans? Should humans fear machines? Can machines think for themselves? Is Artificial Intelligence a savior or a doom? Is robotics the future? Is Machine Learning a mandatory skillset for jobs? Wait, aren’t machines already replacing labor?

This study is a collaboration of Intel India & Indian School of Business (ISB) that helped develop a nationwide AI Index, a multidimensional repository of information that will provide a comprehensive understanding of AI for researchers, policymakers, executives and the general public to develop a deeper understanding of the state of AI in India.

The essence of this report design is not merely in informing but also communicating and celebrating the impact these studies aimed to achieve and also to forge a stronger connection with the team, stakeholders, and society.

Brand Language
Editorial Design
Data Visualisation
2 weeks


Over the past century, nothing else was equally pursued and feared to the depths by mankind other than the domain of Artificial Intelligence (AI). The debate of whether or not machines are capable of replacing humans began the day mankind created intelligence. But it is almost an irrefutable fact that we have aligned the compass of technology and socio-economic development with the advancement in AI and it’s hard to imagine a world without the support of machines and its diverse applications.

Humans have carried a long tradition of distinguishing themselves from nature in the anthropocentric plane, and hence signs of great hostility towards acceptance of AI in societal and day to day applications is no surprise. While the potential of AI to replace the workforce is apparent and since its advent, various job positions have become obsolete it doesn’t imply that the employment rate took a nosedive.

But, is it also possible that AI integration has opened up more employment opportunities? Has it increased the efficiency of the labor market? If it has, are people aware of it? Can general public of less scientific temper understand the benefits of this? Can one condense the complex and advanced information about it and convey it in an engaging manner, especially via a book?


Intel India and Indian School of Business (ISB) launched a report titled, ‘The Impact of Artificial Intelligence (AI) on the Indian Labor Market, commissioned by Intel India and conducted by the Srini Raju Centre for Information Technology and the Networked Economy (SRITNE) at ISB.

Using survey results, the study assesses the size and scope of the impact of AI on businesses, presenting various insights on the shifts in the quantum and nature of employment, economic activity, and the trends in the Covid-19 induced work scenario.

Frozen Iris got an opportunity to design this Impact report that was set to launch at the All.Ai 2020 Virtual Summit.


The traditionalist imagery attached with scientific documents, white papers, annual reports, and impact reports are bland, white, and text-heavy pages loaded with illegible texts, vague stats and lurid charts. Incoherent information presented without a set style/theme makes a reader’s enagement harder and fails in informing well. This project was an opportunity to redefine this notion.

Establishing a theme that advocates the brand & resonates with the impact.
Presenting the information in a clear structure that reduces the cognitive load.
To visualize the data in a more organic way that connects with the readers.
To highlight the key insights and significance of what the studies have achieved.

The Approach

We implemented a visual methodology to break the data heavy narration to a reader-friendly chapters. With the report comprising of a mixture of information presented through texts, graphic charts, data figures, tables, equations, and Q&A, we tried to weave a unified style in delivery that advocates Intel’s brand. Thus in essence the design should elevate it to perform as a memorabilia, an asset that is captivating and enduring in the reader’s mind.

It’s all about maintaining Intel’s Spark.

The information presented in this report is multilayered and dense and the challenge was in visualising this complexity through design. The visual theme, color style, layout design, and data visualisation were all derived based on Intel’s spark. Intel’s new visual language is based on a less-is-more design philosophy and their brand is minimal, sophisticated, and dynamic.

The Spark visually represents the power and possibility, as the catalyst for big world-changing ideas: the spark that enables innovation, imagination, and creation. As it is a foundational visual concept that connects an entirely flexible system, the structure of the book has gravitated to this philosophy. The report is divided into three parts, the core studies, the extended application and the survey. The spark guideline is applied uniformly throughout these sections.

Instant gratification through
clear layout to make informed decisions.

In today’s world, social media-centric design has changed the way a reader engages with information. The instant gratification at obtaining information in the shortest time as one scrolls through their feed has made readers engage in satisficing behavior. And as we are creatures of habit, this sort of reading engagement tends to extend beyond the digitial screen. We discerned the study to evoke a similar experience for the reader by designing a clear and compact layout presenting the reader with enough information and CTAs that helps them to make their own informed decisions.

We utilised a lite and clean layout style that makes the information more accessible. We broke down the source content to distill the cognitive load and made a modular structure with an almost uniform verbose visual ratio. We ensured that every page had enough white space for eye rest that allows one to assimilate the knowledge one just acquired. We also introduced the notion to “engage more as you read” by providing various call to actions and quick help tips then and there that could inform better, guide, and provide the necessary clarification required without even having to flip a page.

A hierarchical or part-to-whole relationships for a perfect fit to Intel’s spark theme.

Readers will be much more likely to remember a well-designed graph/chart than a series of numbers buried in the text of a paragraph. Drawing on the intel color scheme, we situated the data visualisations within the broader spectrum of Intel Spark theme, establishing a comprehendible and equitable perspective to maximise the visual impact of the report. It is also essential that the visualisation aid chosen allows one to even spot the smallest variation occurring.

Majority of the data presented in this study represents the percentage distribution of responses to the survey conducted. We utilised treemapping as the key data visualization technique for this report. This chart type displays hierarchical or part-to-whole relationships via rectangles and thus a perfect fit for Intel’s spark theme.


The book was launched on the concluding day of the All.AI 2020 Virtual Summit, on October 15, 2020 by Dr. Ashwath Narayan C N, Chief Minister of Karnataka. Prof Deepa Mani, the principal researcher behind this study presented a synopsis of the book at the summit. Hard copies of the book were also sent to Dr. K V Subramanian, Chief Economic Advisor to Government of India and Nivruti Rai, Country Head of Intel India.

Read the book here

Project Team

We pride ourself on this in-depth exploration of various elements that formed this book. Our projects are created with precision and subtlety, and every design decision is made with an intent that generates value in its usage.

Editorial Design,
Project Management
Case Study Design
Creative Direction,
Editorial Design,
Data Visualisation
Case Study Design