IBM

IBM

IBM

Building an extensive design system that scales at the speed of AI.

While the IBM Watson name was recognised, the brand was in need of global consistency and a clearer identity. With a domain as complex as AI, communications have to be simple and consistent to ensure messages breakthrough. To remove that complexity, we built one of the first IBM Experience Guides. A unified design language that serves to guide, to illuminate, to provoke, and to aid confident progress. Abstract concepts associated with AI were defined visually - starting with a dot to represent data and colour theory for augmented intelligence.


The guide empowers more than 2,000 global designers, marketers and agencies to create effective work that strengthens the brand with each communication. The online nature of the tool allows for constant evolution and is the consistent source of truth for the brand strategy and expression.


To demonstrate the full capabilities of a design system, we went beyond how it’s presented, to also guide the products built. With Watson Moments we infused the power of AI across consumer products and services, elevating what matters to individuals and scaling the impact of AI. 2019 saw us launch player projections with ESPN to help Fantasy Football players make better team decisions, faster. And, predictive Health insights with The Weather Company, analysing 50,000 sources at a local level and providing 47 million active users unique actionable information - not just data.

Case study

Watson Experience Guide

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Watson Moments

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