IBM watsonx
2023
Introducing watsonx — IBM's commercial generative AI platform. Building on the cachet of 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. We 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.
Until now, generative AI visuals leaned heavily on cerebral and overtly synthetic imagery. In close collaboration with IBM, we aimed to introduce a new visual paradigm with the launch of watsonx; one that feels distinct, solid, approachable. And yet, one that also offers reassurance, simplicity, and peace of mind amid the daunting 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.
Generative AI models are dynamic, reactive, and continuously evolving. Our visual identity conveys these concepts through a perpetual fluid motion of thread-like formations, resulting in a mesmerizing, ever-changing visual identity and creative point of view.
BUCK
Group Creative Director
Daniel Oeffinger
Jon Gorman
Executive Producer
Kitty Dillard
Creative Director
Stevie Watkins
Producer
Tracey McDonough
Production Coordinator
Khadim Dieng
Senior Art Director
Guillermo Zapiola
Doug Hindson
3D Animation
Will Burkart
Chris Ribar
Javier Tommasi
Antian Imeri
Tina Chao
Nachei Sanchez
Kevin Weber
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
Agency
Audio Mix
Antfood
