IBM Watsonx

IBM Watsonx

Visual Identity System

Visual Identity
System

Role: Creative Director

Role:
Creative Director

A visual system for watsonx, IBM’s generative AI platform. Built in partnership with IBM, the identity established a modular framework designed to operate across product, brand, and launch communications.

A visual system for watsonx, IBM’s generative AI platform. Built in partnership with IBM, the identity established a modular framework designed to operate across product, brand, and launch communications.

A MODULAR SYSTEM BUILT TO EXPAND

Built from a singular geometric logic, the system expands from simple forms into increasingly layered and organized structures across motion, spatial graphics, and product communications.

Structured grids and modular behaviors align the identity with IBM’s broader design principles while introducing a softer, more tactile visual language to the category.


The final visual system launched globally across product, brand, and campaign—spanning keynotes, UI surfaces, and enterprise demos. It brought clarity and emotional resonance to one of IBM’s most complex AI products—striking a careful balance between technical precision and human warmth.

MOTION AS INFRASTRUCTURE

Motion drives how the system behaves across environments and surfaces. Forms expand, cluster, and reorganize through a set of repeatable rules, creating continuity across launch films, experiential graphics, and digital applications.

DESIGN FOR LONG-TERM EXTENSION

The system launched across watsonx product communications, experiential environments, campaign assets, and internal platforms, creating a flexible framework designed for long-term extension.

CREDITS

CREDITS

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

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