IBM Design Language

Client: IBM
Role: Storyboard, Design & Animation

With the launch of a new visual language, typeface and robust set of tools, IBM has taken the ambitious step of not only refreshing their brand but reinventing their entire approach to design. Its foundation is a philosophy that informs all of their decisions - a way of thinking about design, and the responsibility it holds.

A team of our own self-identified design nerds partnered with the IBM Design team to develop this series of animations that live within the Design Language repository. Written, designed and animated with rigorous adherence to their system, each short illustrates and embodies the IBM Design Language, functioning as a bridge between principle and practice.

Directed by: Buck
Executive Creative Director: Orion Tait
Executive Producer: Anne Skopas
Creative Director: Jon Gorman
Head of Production: Kitty Dillard
Production Coordinator: Jenny Morris
Design: Jon Gorman, Rasmus Bak, Stephen Kelleher
Animation: Rasmus Bak, Ben Hill, Jon Gorman.

Selected stills: