Bringing out the brave in IBM
A large part of IBM’s Bold & Brave initiative is their internal platform for their team to share, interact and promote content.
Working alongside their developers, we redesigned the platform to reflect the new Bold & Brave visual style.
The Brand Mark
The brand mark was designed to visually represent the meaning of the words by being a strong heavy-weight and confident looking mark.
We chose to build upon the personality and handwritten style of the existing Bold & Brave logo by using a ‘braver’ brush stroke font and merging different typographic styles to create something that effectively communicated their new, bold initiative.
Visual Style
The electric colour palette was selected to bring a sense of energy, vibrance and creativity to the brand. The equalizer-like building blocks are very much inspired by Bold & Brave as an initiative which encourages the team to use it as a ladder to success, no matter how small those steps may seem. Each of the blocks came in a variety of ‘steps’ that could be used at varying scales and in any of the bold colours from the palette. This type of application signified how every individual within Bold & Brave would have their own achievements and experiences on their journey—their own ways of getting to the moon!
Digital Design
A large part of IBM’s Bold & Brave initiative is their internal platform for their team to share, interact and promote content. Working alongside their developers, we redesigned the platform to reflect the new Bold & Brave visual style.
Shoot for the moon
To tie in with their internal ‘Moonshot’ initiative, which encourages their team to set high-level personal development goals, we created copy examples with ‘space-themed’ flourishes.
For example:
“Jodie has achieved this month’s bold and brave moment! Read more here…” became “Alexi hit warp speed this month and won this month’s bold and brave moment! Engage and learn more here…”
We also created copy guidelines that empowered the IBM UK & Ireland marketing team to be bolder with their copy across all internal comms.
