IBM Cloud Identity

The Ask:

At BCG X, I was tasked with leading the brand strategy for the updated IBM Cloud identity system, involving the development of its voice, tone, positioning, and visual rationale, in collaboration with IBM's key stakeholders, including Chief Digital Officer Kevin Eagan.

‍

The Answer:

My strategy centered on redefining IBM Cloud’s brand identity to reflect its dynamic and evolving nature. I focused on conceptualizing a verbal and visual identity that conveyed fluidity and adaptability. This strategy was brought to life in partnership with Form&, aiming to create a brand language that was interactive and engaging across all mediums. The concept emphasized a pattern library representing different modes of interaction, innovating the traditional approach to brand systems.

‍

The Result:

The project significantly transformed the IBM Cloud brand identity. It was successfully implemented globally, influencing the design of experiences and communications across various platforms. This new brand language not only enhanced IBM Cloud's market position but also revolutionized how brand systems are perceived and utilized in the tech industry, setting a new standard for interactive and evolving brand identities.