Joanna Peña-Bickley Artist, Activist, Inventor and Designer
Develop an enduring brand position, identity, platform and organization design for the launch of IBM Interactive Experience.
Defining the brand
Began by talking to customers and studying the core tenants of the IBM brand and its legacy of innovation. For this new service line, IBM needed to create a sub brand that stood in contrast to the crowded and converging digital agency landscape.
Creating Brand Ambassadors
Empowering IBMiXers to live the brand with technology and tools that helps them create great client experiences.
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