Corporate Events
IBM
Unifying a legacy brand across physical, digital and environmental platforms
Brand Identity, Visual System, Brand Identity Guidelines
IBM hosts a large number of annual corporate events, including executive-focused events, internal facing events, recognition and celebratory events for IBMers, town halls, proprietary Think forums, and more.
Each event experience, while unique and customized, must also be integrated under the IBM brand, while leveraging existing or fresh brand assets as needed.
To do this, we realized the need to create a guide and tool kit that delivers a fresh, compelling and relevant new experience to engage IBMers and clients.
Advanced technologies, avant-garde artists and immersive spatial design helps elevate and unify the attendee’s event journey.
The intent of this project is to unify the approach to corporate events with one point of view, eliminate our need to re-create by streamlining systems, enabling better focus on content, and create a seamless experience by careful consideration of multiple disciplines of design. And while doing so, not only recognizing but continuing to expand on the IBM master brand principles and design language.
A Fixed but Flexible system
The event expressions may be unique in design, yet rooted in our core IBM design philosophy; and therefore should follow the principles and guidelines laid out by it. To ensure the success of our event systems we require essential elements of expression that are both fixed and flexible. These elements provided a unified yet unique experience to each event. Consistency and creativity must co-exist in a coordinated way.
