IBM Automation Brand
Categories: Branding, Art Direction, Strategy
The story and differentiation of IBM Automation is one of great service and opportunity. Unfortunately, we weren’t demonstrating our value in an effective or authentic way. Often times showing up to clients in an inconsistent way; saying different things, and showing different visuals.
I saw a unique opportunity to take advantage of my place in design, and bring together key stakeholders and executives across IBM Automation, to source a more human centric narrative.
I did an audit of how we were engaging with clients, conducted interviews with key stakeholders, assessed our competition, and found some exciting problems and opportunities to focus on. Out of this work, I built a story around the current landscape (As-Is), and presented a concept around alleviating the anxiety around automation, and encouraging a more exciting outlook. The concept was simple, ‘Everyone deserves to do work that matters’
I owned the IBM Automation Brand from the ground up. From creating the brand story, designing unique assets and illustrations, to pitching a v1 style guide up the chain to Head of Brand. The Automation Brand Style Guide and supporting assets are still used in a variety of real world applications, events and products to this day.
Designing a better way to communicate the value of Automation
Overview
Building a more encouraging story around how Automation can help empower people to do more meaningful work.
Challenge
People are blockers or innovators for Automation, the power truly lies in the hands of the employees. The problem is they are anxious about Automation, and as IBM, we weren’t helping to alleviate that anxiety.
Solution
I did an audit of the Automation ecosystem, as well as a competitive analysis. I realized that this work wasn’t even on the radar for our key Automation stakeholders. I built a playback around the current As-Is, and started delving a new narrative with stakeholders, and presenting it to the leaders of IBM Automation. This narrative revolved around using automation to free up people form the monotonous work of the past to do more creative, and meaningful work. This body of work culminated in an official IBM Style Guide for Automation, which I owned, created, authored, illustrated, and pitched to the IBM brand team.
IBM Automation Style Guide
