Much of IBM’s thought leadership is produced by their Institute for Business Value. One of their showcase publications is a platform of content born from interviews with thousands of executives around the world: the C-suite Study. While at VSA, I led the redesign of the system’s overall look and feel to better feature more editorial content and storytelling, while also aligning with new IBM brand elements that at the time were still largely undefined. Dozens of stylized C’s facilitated a flexible graphic identity that allowed each report to be unique while still adhering to a well-defined system. These guidelines affected four key reports, and dozens of peripheral reports. I’m proud to say our work predicted and anticipated many of the ways the nascent brand grew into an established visual system.
Design team included Carinda Roestorf and Bec MacDonald.
