Project Overview
As one of IBM’s flagship global events, IBM Think is a high-profile convergence of technology, business, and innovation. While at George P. Johnson, I contributed to several IBM Think exhibitions over the years, playing a key creative role in shaping the entire event environment—from concept to execution.
My Role
As a Designer and Art Director, I worked closely with the GPJ team and IBM stakeholders to:
Interpret and apply the IBM brand within the event’s evolving creative framework
Translate event guidelines into a cohesive, multi-channel visual system
Design across print, 3D, and digital, ensuring consistency throughout the space
Scope of Work
The scale of IBM Think demanded a vast and coordinated creative rollout, covering everything from environmental branding to promotional assets. My responsibilities included:
Large-scale environmental graphics
Banners, glass overlays, entrance branding, and interior wraps
Wayfinding systems
Clear, user-friendly directional signage integrated seamlessly into the visual language
Digital touchpoints
On-site screen content, interactive displays, and digital wayfinding
Promotional materials
Social media ads, web banners, and email campaigns
Direct marketing (DM) assets
Print invitations and custom collateral to drive attendance
Design Approach
Working within IBM’s strict brand guidelines, I focused on creating a visual identity for the event that felt:
Bold and immersive – commanding attention in large-scale physical spaces
Clean and functional – aiding navigation and information clarity
Future-focused – aligning with IBM’s innovation-driven ethos
Design systems were built to be modular and scalable, allowing flexibility across multiple formats and venue configurations.
Impact
The event environment created a seamless and memorable experience for attendees, aligning physical and digital touchpoints under one unified visual identity.
The materials contributed to strong brand presence and navigation flow within complex event spaces.
The promotional and digital assets played a key role in driving attendance and online engagement ahead of each event.
Reflection
IBM Think is a showcase of what’s possible when design, strategy, and execution align at scale. Being part of a multidisciplinary team responsible for branding an event of this magnitude has sharpened my ability to work across formats, adapt brand guidelines creatively, and deliver consistent, high-impact design under tight timelines.
ClientGeorge P. JohnsonServicesArt Direction & Design
