IBM Watson
Shaping the identity
of IBM’s AI
As Creative Director of the marketing design team for IBM Watson, I led brand expression and marketing initiatives, producing an extensive set of materials for campaigns and events, with deliverables in digital, print and motion.
We also developed detailed design guidelines, comprehensive systems and ready-to-use design kits to give our team the design components and parameters needed to create consistency and spark creativity.
In This Section
Watson Events
IBM Analytics
Women Leaders in AI
Watson Social Tiles
Work
Brand Identity
Brand Systems
Campaigns
Events
Watson Events
A System in Action
Watson derives insights from vast quantities of data in collaboration with and at the service of human partnerships. Watson design materials use their own special gradient palette and dot-grid design motif, visual elements that symbolize Watson’s ability to recognize, understand, analyze, and learn from patterns in data at enterprise scale.
This Design Kit and system for Watson Events provides ready-to-use materials for the many events and conferences that IBM Watson holds throughout the year. Designers customize working files to specific events and use them as a jumping off point for new deliverables.
Team
Creative Director
& Design Lead
Alex Ku
Design
Alex Ku
Mary Shafrath
Anna Rovedo
Work
Brand Identity
Brand Systems
Campaigns
Events
Data slice
An alternate approach to the data grid
IBM Analytics
Plan for anything.
Be ready for everything.
The IBM Watson Analytics campaign emphasizes Watson’s collaborative relationship with clients, giving its human partners extraordinary powers of insight and the ability to solve business problems, monitor business fundamentals, and identify new growth opportunities across a wide array of industries and businesses.
We developed new variations of Watson’s data grid motif for the campaign that, superimposed over portrait photography, suggest partnerships that lead to new revelations, gleaned from intricate, complex, massive quantities of data.
Work
Brand Identity
Brand Systems
Campaigns
Events
Team
Creative Director
& Design Lead
Alex Ku
Design
Alex Ku
Luis Lanao
Women Leaders
in AI
Women Lead
An annual celebration and conference honoring innovative female business leaders from around the world, Women Leaders in AI gave us the opportunity to make a resilient design system intended for repeated use.
This incarnation of the Watson data set and gradient motif is more versatile here; simpler to apply than in other Watson projects, the system allows the data grid to scale to incremental sizes, quantities and densities.
Team
Creative Director
& Design Lead
Alex Ku
Design
Alex Ku
Mary Shafrath
Photography
Mike Webb
Work
Brand Identity
Brand Systems
Campaigns
Events
Website
GIF Banners
Shoot
Social Tiles
Distilled for Digital
The Watson design group badly needed to create a consistent approach to making deliverables for Social. We took the opportunity to create guidelines and templates that incorporate IBM Design Language principles and solve for design issues that arise when designing for social, with its sometimes awkward, tiny and oblong formats.
This initiative evolved into a partnership with the IBM Brand Experience Group to create and refine a company-wide global system for Social.
Work
Brand Identity
Brand Systems
Campaigns
Events
Team
Creative Director
& Design Lead
Alex Ku
Design
Alex Ku
Billie Heitzman
