IBM Cloud
Brand Expression 1.0

IBM Cloud
Brand Expression 1.0

IBM Cloud
Brand Expression 1.0

IBM Cloud
Brand Expression 1.0

IBM Cloud
Brand Expression 1.0

How do we create a consumer brand for an enterprise client?

How do we create a consumer brand for an enterprise client?

How do we create a consumer brand for an enterprise client?

How do we create a consumer brand for an enterprise client?

How do we create a consumer brand for an enterprise client?

Insight

Insight

Insight

Insight

Insight

A new generation of entrepreneurs has emerged that are using technology to fundamentally transform business. They are bluring the line between consumer and enterprise, elevating user expectations and changing the way organizations purchase technology. The developers driving this change will be the leaders of tomorrow.

A new generation of entrepreneurs has emerged that are using technology to fundamentally transform business. They are bluring the line between consumer and enterprise, elevating user expectations and changing the way organizations purchase technology. The developers driving this change will be the leaders of tomorrow.

A new generation of entrepreneurs has emerged that are using technology to fundamentally transform business. They are bluring the line between consumer and enterprise, elevating user expectations and changing the way organizations purchase technology. The developers driving this change will be the leaders of tomorrow.

A new generation of entrepreneurs has emerged that are using technology to fundamentally transform business. They are bluring the line between consumer and enterprise, elevating user expectations and changing the way organizations purchase technology. The developers driving this change will be the leaders of tomorrow.

A new generation of entrepreneurs has emerged that are using technology to fundamentally transform business. They are bluring the line between consumer and enterprise, elevating user expectations and changing the way organizations purchase technology. The developers driving this change will be the leaders of tomorrow.

Action

Action

Action

Action

Action

We must make it easy to plug the smarts, scale and superpowers of IBM into the way people build their businesses. This means the emotional attributes are just as important as the functional ones.

We must make it easy to plug the smarts, scale and superpowers of IBM into the way people build their businesses. This means the emotional attributes are just as important as the functional ones.

We must make it easy to plug the smarts, scale and superpowers of IBM into the way people build their businesses. This means the emotional attributes are just as important as the functional ones.

We must make it easy to plug the smarts, scale and superpowers of IBM into the way people build their businesses. This means the emotional attributes are just as important as the functional ones.

We must make it easy to plug the smarts, scale and superpowers of IBM into the way people build their businesses. This means the emotional attributes are just as important as the functional ones.

Outcome

Outcome

Outcome

Outcome

Outcome

IBM Cloud 1.0 was a thoughtful provocation for what a hybrid enterprise brand might be. The brand expression quickly evolved in real time as the Cloud offering shifted. The impact this work had within IBM was felt well beyond the Cloud team. Eventually, the learnings helped in shaping IBM’s design POV.

IBM Cloud 1.0 was a thoughtful provocation for what a hybrid enterprise brand might be. The brand expression quickly evolved in real time as the Cloud offering shifted. The impact this work had within IBM was felt well beyond the Cloud team. Eventually, the learnings helped in shaping IBM’s design POV.

IBM Cloud 1.0 was a thoughtful provocation for what a hybrid enterprise brand might be. The brand expression quickly evolved in real time as the Cloud offering shifted. The impact this work had within IBM was felt well beyond the Cloud team. Eventually, the learnings helped in shaping IBM’s design POV.

IBM Cloud 1.0 was a thoughtful provocation for what a hybrid enterprise brand might be. The brand expression quickly evolved in real time as the Cloud offering shifted. The impact this work had within IBM was felt well beyond the Cloud team. Eventually, the learnings helped in shaping IBM’s design POV.

IBM Cloud 1.0 was a thoughtful provocation for what a hybrid enterprise brand might be. The brand expression quickly evolved in real time as the Cloud offering shifted. The impact this work had within IBM was felt well beyond the Cloud team. Eventually, the learnings helped in shaping IBM’s design POV.

Services

Services

Services

Services

Services

I majored on creative direction and design, but with anything IBM, the complexities of the business require specific strategic tool-kit. Each team member worked across functions, providing their own unique contributions to each part.

I majored on creative direction and design, but with anything IBM, the complexities of the business require specific strategic tool-kit. Each team member worked across functions, providing their own unique contributions to each part.

I majored on creative direction and design, but with anything IBM, the complexities of the business require specific strategic tool-kit. Each team member worked across functions, providing their own unique contributions to each part.

I majored on creative direction and design, but with anything IBM, the complexities of the business require specific strategic tool-kit. Each team member worked across functions, providing their own unique contributions to each part.

I majored on creative direction and design, but with anything IBM, the complexities of the business require specific strategic tool-kit. Each team member worked across functions, providing their own unique contributions to each part.

Good Design is
Good Business

Good Design is
Good Business

Good Design is
Good Business

Good Design is Good Business

Good Design is Good Business

Design has always played a crucial role in the culture at IBM. In March 2015, the Athletics NYC team embeds with IBM's Brand Experience and Design team at IBM's Astor Place offices. A cross-functional team of ten designers, developers and strategists initially worked together over eight weeks building five independent Minimum Viable Brand worlds. 

Design has always played a crucial role in the culture at IBM. In March 2015, the Athletics NYC team embeds with IBM's Brand Experience and Design team at IBM's Astor Place offices. A cross-functional team of ten designers, developers and strategists initially worked together over eight weeks building five independent Minimum Viable Brand worlds. 

Design has always played a crucial role in the culture at IBM. In March 2015, the Athletics NYC team embeds with IBM's Brand Experience and Design team at IBM's Astor Place offices. A cross-functional team of ten designers, developers and strategists initially worked together over eight weeks building five independent Minimum Viable Brand worlds.

Design has always played a crucial role in the culture at IBM. In March 2015, the Athletics NYC team embeds with IBM's Brand Experience and Design team at IBM's Astor Place offices. A cross-functional team of ten designers, developers and strategists initially worked together over eight weeks building five independent Minimum Viable Brand worlds. 

Design has always played a crucial role in the culture at IBM. In March 2015, the Athletics NYC team embeds with IBM's Brand Experience and Design team at IBM's Astor Place offices. A cross-functional team of ten designers, developers and strategists initially worked together over eight weeks building five independent Minimum Viable Brand worlds. 

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Be Essential

Be Essential

Be Essential

Be Essential

Be Essential

The New York based team collaborated remotely with the Austin, TX based product team on design exploration. This resulted in brand expression that built on the visual language of the BlueMix product. The circle and hexagon were functional shapes from the BlueMix CMS and also provided a nod to some IBM design legacy. In combining the two shapes a dynamic vessel for messaging and an ownable brand asset was created. The combination became a poignant metaphor for the relationship between mankind and machine, which would later define IBM’s Duo design philosophy.

The New York based team collaborated remotely with the Austin, TX based product team on design exploration. This resulted in brand expression that built on the visual language of the BlueMix product. The circle and hexagon were functional shapes from the BlueMix CMS and also provided a nod to some IBM design legacy. In combining the two shapes a dynamic vessel for messaging and an ownable brand asset was created. The combination became a poignant metaphor for the relationship between mankind and machine, which would later define IBM’s Duo design philosophy.

The New York based team collaborated remotely with the Austin, TX based product team on design exploration. This resulted in brand expression that built on the visual language of the BlueMix product. The circle and hexagon were functional shapes from the BlueMix CMS and also provided a nod to some IBM design legacy. In combining the two shapes a dynamic vessel for messaging and an ownable brand asset was created. The combination became a poignant metaphor for the relationship between mankind and machine, which would later define IBM’s Duo design philosophy.

The New York based team collaborated remotely with the Austin, TX based product team on design exploration. This resulted in brand expression that built on the visual language of the BlueMix product. The circle and hexagon were functional shapes from the BlueMix CMS and also provided a nod to some IBM design legacy. In combining the two shapes a dynamic vessel for messaging and an ownable brand asset was created. The combination became a poignant metaphor for the relationship between mankind and machine, which would later define IBM’s Duo design philosophy.

The New York based team collaborated remotely with the Austin, TX based product team on design exploration. This resulted in brand expression that built on the visual language of the BlueMix product. The circle and hexagon were functional shapes from the BlueMix CMS and also provided a nod to some IBM design legacy. In combining the two shapes a dynamic vessel for messaging and an ownable brand asset was created. The combination became a poignant metaphor for the relationship between mankind and machine, which would later define IBM’s Duo design philosophy.

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Blue is for the Builders

Blue is for the Builders

Blue is for the Builders

Blue is for the Builders

The intangibility of the Cloud product influenced material exploration into dimension and tactile qualities. This object-ness helped to humanize the expression and provide a metaphor for the developers technology stack. CATK rendered a suite of warm, clean and modern 3D shapes. Mark Mahaney photographed a launch campaign featuring portraits of real developers shot in a maker space of layered  wood, cut out shapes and textured color.

The intangibility of the Cloud product influenced material exploration into dimension and tactile qualities. This object-ness helped to humanize the expression and provide a metaphor for the developers technology stack. CATK rendered a suite of warm, clean and modern 3D shapes. Mark Mahaney photographed a launch campaign featuring portraits of real developers shot in a maker space of layered  wood, cut out shapes and textured color.

The intangibility of the Cloud product influenced material exploration into dimension and tactile qualities. This object-ness helped to humanize the expression and provide a metaphor for the developers technology stack. CATK rendered a suite of warm, clean and modern 3D shapes. Mark Mahaney photographed a launch campaign featuring portraits of real developers shot in a maker space of layered  wood, cut out shapes and textured color.

The intangibility of the Cloud product influenced material exploration into dimension and tactile qualities. This object-ness helped to humanize the expression and provide a metaphor for the developers technology stack. CATK rendered a suite of warm, clean and modern 3D shapes. Mark Mahaney photographed a launch campaign featuring portraits of real developers shot in a maker space of layered  wood, cut out shapes and textured color.

The intangibility of the Cloud product influenced material exploration into dimension and tactile qualities. This object-ness helped to humanize the expression and provide a metaphor for the developers technology stack. CATK rendered a suite of warm, clean and modern 3D shapes. Mark Mahaney photographed a launch campaign featuring portraits of real developers shot in a maker space of layered  wood, cut out shapes and textured color.

Client

Client

Client

Client

IBM
Jon Iwata Chief Communications Officer

Teresa Yoo Vice President Brand Strategy, Brand Experience & Design
Todd Simmons Vice President Brand Experience & Design
Mike Abbink Executive Creative Director
Sadek Bazara Creative Director
Ryan Melody Creative Director
Ken Hartmann Program Manager

IBM
Jon Iwata Chief Communications Officer

Teresa Yoo Vice President Brand Strategy, Brand Experience & Design
Todd Simmons Vice President Brand Experience & Design
Mike Abbink Executive Creative Director
Sadek Bazara Creative Director
Ryan Melody Creative Director
Ken Hartmann Program Manager

IBM
Jon Iwata Chief Communications Officer

Teresa Yoo Vice President Brand Strategy, Brand Experience & Design
Todd Simmons Vice President Brand Experience & Design
Mike Abbink Executive Creative Director
Sadek Bazara Creative Director
Ryan Melody Creative Director
Ken Hartmann Program Manager

IBM
Jon Iwata Chief Communications Officer

Teresa Yoo Vice President Brand Strategy, Brand Experience & Design
Todd Simmons Vice President Brand Experience & Design
Mike Abbink Executive Creative Director
Sadek Bazara Creative Director
Ryan Melody Creative Director
Ken Hartmann Program Manager

Agency

Agency

Agency

Agency

Athletics NYC
Malcolm Buick Principal
Jason Gnewikow Executive Creative Director
Paul Worthington Strategy Director
Nathan Nedorostek Creative Director
Cassidy van Dyk Senior Designer
Landry Miller Designer
Allison Connell Designer
Kristen Ord Account Director

Mark Mahaney Photography
Colors and the Kids 3D Rendering

Athletics NYC
Malcolm Buick Principal
Jason Gnewikow Executive Creative Director
Paul Worthington Strategy Director
Nathan Nedorostek Creative Director
Cassidy van Dyk Senior Designer
Landry Miller Designer
Allison Connell Designer
Kristen Ord Account Director

Mark Mahaney Photography
Colors and the Kids 3D Rendering

Athletics NYC
Malcolm Buick Principal
Jason Gnewikow Executive Creative Director
Paul Worthington Strategy Director
Nathan Nedorostek Creative Director
Cassidy van Dyk Senior Designer
Landry Miller Designer
Allison Connell Designer
Kristen Ord Account Director

Mark Mahaney Photography
Colors and the Kids 3D Rendering

Athletics NYC
Malcolm Buick Principal
Jason Gnewikow Executive Creative Director
Paul Worthington Strategy Director
Nathan Nedorostek Creative Director
Cassidy van Dyk Senior Designer
Landry Miller Designer
Allison Connell Designer
Kristen Ord Account Director

Mark Mahaney Photography
Colors and the Kids 3D Rendering