Since 2013, NewFoundry has worked closely with Renesas Electronics America on a number of engineering, design, and strategic brand-building initiatives. Our work with Renesas has been featured at the annual Renesas developers conference (DevCon) and at the Consumer Electronics Show (CES).

When Renesas approached us in the summer of 2016 to shape their presence at the next CES, we were all in. “We reached out to NewFoundry to help us elevate our presence at CES 2017,” said Amrit Vivekanand, Renesas Automotive Unit Vice President. “What they delivered was beyond my expectations, encompassing everything from a strategic messaging platform to a compelling visual language to creative ideas for infusing our demonstrations and other touchpoints with the story we wished to tell.”

Our goal for Renesas at CES 2017 was to establish a clear and compelling voice of leadership for Renesas in the highly competitive automotive silicon supply-chain marketplace. As a global manufacturer of silicon chips, Renesas has invested heavily in creating a deep bench of internal expertise, establishing a network of industry partnerships, and in developing an array of robust, open, and extensible solutions. Renesas is the new, leading voice in automotive technology. We made it our mission to make sure that every visitor to CES walked away knowing exactly that.

Our team started by working with Renesas leadership to identify and develop strategic messaging to tell the story of the Automotive Unit’s commitment and rise to prominence. With the strategy foundation established, we created the themeline, “Moving the Future. Together.” Based upon the theme, we designed the visual language for every show touchpoint, including the design and deployment of a dedicated show website,, the entire communications platform, brochure, collateral and signage design, apparel selection, graphic animation (seen in this Renesas-produced video), and the ideation and design of thoughtful guest experiences.

NewFoundry designers and engineers took on a leadership role in the execution of several of Renesas’ key technical exhibits at the show, including the human machine interface (HMI) design on the Skyline Cadillac and Skyline Lincoln advanced and autonomous demonstration vehicles, the software-defined radio (SDR) demonstration, and the SDR HMI design.

The result of this engagement was a seamless and inspiring experience for Renesas and its guests at CES. From the moment a visitor entered the Renesas Future Technology Showcase at the MGM Grand to the moment they departed the Renesas Advanced and Autonomous Track Experience at the Las Vegas Convention Center, the message was clear: Renesas and its partners are moving the future of automotive. Together.