An extensive design system to put AI to work at scale.

Watson is the brand for IBM’s AI technology. To lift awareness of its full capabilities, we set out to create a blueprint for not only how it’s presented, but to also guide the products built. This involved going beyond logos, colours, pilots or proofs-of-concept, with Watson Moments we infused the power of AI across every day 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.

The broader brand system uses a redactive geometric identity, removing the mystery and complexity of AI, using design to guide, to illuminate, to provoke, and to progress. It exhibits a dynamic flexibility that’s fundamental for 2,000+ designers globally to fully express AI as it continues to evolve in future.

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Watson Moments

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Watson Experience Guide

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/  2019

/  Creative director