IBM — watsonx
Role: Art Director
Studio: BUCK
Client: IBM
Building on the Watson name and its established reputation for advancing AI, BUCK worked closely with IBM’s Blue Studio to reimagine watsonx as the new face of AI within IBM’s impressive enterprise solutions.
BUCK built a visual system around the insight that while AI models can produce infinite outcomes from a singular idea, it is how they’re trained and tuned that brings focus and organization to the potential chaos of the AI landscape.
The idea for our concept stemmed from AI acting as a catalyst — a multiplying force — that iterates and amplifies an original idea. Inspired initially by fractals and patterns that occur in nature, a singular 2D circle multiplies to form complex, organized 3D structures.
The outcome is a versatile visual language that captures watsonx’s core elements as a suite of unique states, each capable of transitioning seamlessly from 2D vector designs to intricate 3D visualizations.
Along with a broader suite of companion designs and visual mechanisms to explain the breadth and nuance of this new platform.
Credits
Group Creative Directors
Daniel Oeffinger, Jon Gorman
Executive Producer
Kitty Dillard
Creative Director
Stevie Watkins
Producer
Tracey McDonough
Production Coordinator
Khadim Dieng
Senior Art Directors
Doug Hindson, Guillermo Zapiola
Copywriting
Dave Evans, Charlie Short
Design
Vincenzo Lodigiani, Emilia Tonello, Yukyung Lee, Nejc Polovsak, Simon Ronnerdag
2D Animation
Peter Harp, Nilsson Cajamarca, Filipe Consoni, James Kim, Raz Gadhyia, Justin Lawes, Marcus Bakke, David Hobizal, Yussef Cole
3D Animation
Will Burkart, Chris Ribar, Javier Tommasi, Antian Imeri, Tina Chao, Nachei Sanchez, Kevin Weber
Audio
Antfood