Email marketing materials with a trivia game to increase the engagement rate.
IBM Think conference
Design systems | Branding | Illustration
IBM Think is one of the world’s largest tech events, bringing together over 30,000 attendees over three days to explore AI, hybrid cloud, and digital transformation. It’s a major platform for innovation and networking.
The Brief
I had the exciting opportunity to work on the Think 2024 branding system alongside my design team at IBM Blue Studio. Our visual strategy reimagined IBM’s original “Man and Machine” concept—exploring new ways to express the connection between patterns in nature and the structure of technology. Man + Nature + Science
Work Process
As a brand designer, my challenge was to bring a fresh visual perspective to the event while staying true to IBM’s signature look and brand standards. I began by exploring a range of patterns that could blend seamlessly into IBM’s visual language.
My stage design explorations began with testing different color schemes and patterns that worked well together. The final result felt cohesive and thoughtful—creating a space where the visuals quietly supported the energy of the event without overwhelming it.
Event stage and theatre design photos
Venue map for print and digital
My next task was to redesign and simplify the venue map for the Boston Convention and Exhibition Center (BCEC) to help visitors easily navigate the space during the IBM Think conference.
The original map was dense and visually overwhelming, making it difficult to locate session rooms, keynote stages, and activation areas . I audited all floors and levels, removing unnecessary details and highlighting only active spaces—resulting in a clear, user-friendly map that guided attendees seamlessly through the event experience.
IBM Blue Block Party
Design systems | Illustration | Environmetal design
IBM Think' event after-party was held at Boston's oldest brewery, Harpoon.
My task was to combine IBM's Big Blue design language with Boston's cityscape and Harpoon Brewery's vibe.
After researching, I created original illustrations featuring iconic Boston landmarks and fun local elements, such as the famous swan boats, sea buses, pretzels, and lobsters.
These designs were incorporated into marketing materials, way finding, posters, flags, and a photo booth. The result was a beautifully branded event that captured the spirit of both IBM and Boston.
Blue Block Party work process & materials
During my work for the Blue Block Party, I created numerous sketches and illustrations. Many of them were later used as a source for marketing materials. Here are some examples of the scope of work completed.