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IBM THINK
Design System
Event Branding
Illustration
IBM Think is IBM’s flagship global conference for business and technology leaders. I helped shape the visual experience across stage environments, event graphics, and marketing materials.
Working within IBM Blue Studio, I translated complex ideas into a flexible system spanning illustration, environmental design, maps, and digital touchpoints.
Building the Visual System
The visual direction grew from a new interpretation of IBM’s “Man and Machine” idea—one centered on how technology can coexist with nature and help people reach their full potential rather than compete with them.
Patterns found in natural and technological systems reveal a shared language: repetition, structure, rhythm, and scale. I explored how these parallels could extend IBM’s visual language while giving Think' a distinctive identity.
Digital screens and Keynote sessions
I extended the Think identity across the digital stage experience, designing keynote and session templates, channel IDs, room screens, sponsor content, and award graphics for IBM Partner Plus Day.
Each format needed to support different speakers, regions, and content types while remaining part of one cohesive event. Modular layouts, motion, and consistent brand elements kept every screen clear, flexible, and stage-ready.
Interactive engagement | think trivia
To build excitement ahead of Think 2024, we launched an interactive trivia game through LinkedIn, inviting participants to test their knowledge of the conference, its history, and its global reach.
Designed primarily for internal IBM teams, the experience turned event information into friendly competition. Participants received a score at the end, encouraging colleagues to compare results and discover who knew Think best.
Wayfinding | Map design
The Boston Convention and Exhibition Center’s original maps were visually dated and difficult to navigate. I redesigned the wayfinding system by simplifying pathways, clarifying the information hierarchy, and making key destinations easier to find.
I created both printed and mobile-friendly versions, allowing attendees to navigate the venue through physical signage or directly from their smartphones.
IBM Blue Block Party
For IBM Think 2024’s after-party at Harpoon Brewery, I brought IBM’s iconic Big Blue identity together with the energy and character of Boston.
Inspired by local landmarks and symbols—from swan boats and harbor ferries to pretzels and lobsters—I developed a suite of original illustrations applied across wayfinding, posters, flags, marketing materials, and a photo booth. The result was a cohesive experience that felt distinctly IBM and distinctly Boston.
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