IBM Consulting accounts for half of IBM's total revenue, and in May 2024 they hosted one of IBM’s biggest-ever events at their Growth Conference. The conference brought together nearly 3000 senior partners, and was focused on the future of cloud and generative AI.
We were asked to create a theme and event identity for the conference, so we developed “It’s time,” a flexible message that captured the urgency for growth, change, unity, and innovation through AI.
The It’s time visual language is centred around a bold wordmark, using an exclamation mark to emphasise the sense of urgency. We turned that exclamation mark into a clock-face graphic to further drive home that this is a huge moment you can't afford to miss.
To open the conference, we created the video below.
IBM has a long history of leading change. From the 1950s to the early ’80s, CEO Tom Watson Jr. was known for bold ideas and visionary thinking — even predicting how computers could free us from repetitive work, much like generative AI does today.
With help from IBM’s archivists, we explored historic audio and video of Watson’s speeches to create a voiceover from the past that still speaks powerfully to today’s technological shift.