IBM watsonx

Visual Identity System

Introducing watsonx —
IBM's generative AI platform.

Building on the cachet of the Watson name and its established reputation for advancing AI, Stevie and his team at BUCK worked closely with IBM’s Blue Studio to reimagine watsonx as the new face of AI within IBM’s impressive enterprise solutions. The visual identity is built around the insight that AI can create infinite outcomes from a singular idea and to provide a sense of organisation to the potential chaos of the AI landscape.

The concept stemmed from fractals and patterns that occur in nature, featuring a singular 2D circle that multiplies to form complex, organized 3D structures.


The outcome is a versatile visual system capable of transitioning seamlessly from 2D vector designs to intricate 3D visualizations. This adaptability facilitates quicker and more iterative creative output across various surfaces and applications.

Credits

Copywriting
Dave Evans
Charlie Short

Design
Vincenzo Lodigiani
Emilia Tonello
Yukyung Lee
Nejc Polovsak
Simon Ronnerdag

2D Animation
Peter Harp
Nilsson Cajamarca
Filipe Consoni
James Kim
Raz Gadhyia
Justin Lawes
Marcus Bakke
David Hobizal
Yussef Cole

Audio
Antfood

Creative Director
Stevie Watkins

Group Creative Director
Daniel Oeffinger
Jon Gorman

Executive Producer
Kitty Dillard

Producer
Tracey McDonough

Production Coordinator
Khadim Dieng

Senior Art Director
Guillermo Zapiola
Doug Hindson

3D Animation
Will Burkart
Chris Ribar
Javier Tommasi
Antian Imeri
Tina Chao
Nachei Sanchez
Kevin Weber