IBM Watson Experience Guide

A unified system expressed globally. Using the overarching IBM design language as a basis to build from, the Watson Brand Experience Guide was created to house brand guidelines, inspirations, and assets across product interfaces, data visualization, motion graphics, photography, illustration, and print. It empowers more than 2,000 global designers, marketers, and agencies to create consistent work that strengthens the brand. The system provides structure but has the flexibility to scale at the speed of AI.

The success of this tool has resulted in the creation of similar Brand Experience Guides for IBM Brand Center, IBM Cloud, IBM Developer and IBM Red Hat Synergy.

Client: IBM

Agency: AKQA

Role: Associate Design Director

Caroline Hilman
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