IBM Insight 2015
Brand Experience Proposal
Mandalay Bay Convention Center, Las Vegas, NV – 2015
An event specific brand proposal for IBM Insight 2015, the premier data and analytics conference held annually in Las Vegas, NV. Patterns in Data was designed to visually reflect and reinforce the story behind IBM’s advancements in big data analysis and insight generation. Using the conference brand identity system as a starting point, the brand graphic was pulled apart and reassembled as individual, interlocking pieces, forming a series of unique characters. The method of applying, layering, and rearranging these characters created a graphic language or code used to brand conference promotions, the event space, and event-related merchandise.
Associate Creative Director – GPJ
Brand Exploration Applied to Event
The IBM global events team needed four distinct but related “topic zones” designed for Insight 2015. To identify and differentiate, the GPJ creative team deconstructed the conference-themed graphic and used its constituent shapes to brand, color code, and locate the four topic zones. Using bold color paired with black and white imagery, each zone showcased an IBM product suite and its impact on industry and commerce.