The Next Brick

Brand Development / UI+UX / Website Development

Introduction

The Objectives

Generate new leads, and ultimately incremental revenue, focusing on retail business leaders within Nordstrom, Macy’s, Costco, Kohl’s, and Belk. Shift perceptions of IBM from provider of technology/IT solutions to essential strategic business partner. The Next Brick positions IBM as the partner that understands the challenges of leading brick-and-mortar retailers and empowers them to use technology to drive growth for their business.

The Brand Identity

The brand identity was imagined to represent two key elements - the future and the physical domain of retail “bricks”. The direction of the bricks and 2d dimension of them allowed the subtle but clear visual representation of the platform. Our goal was to communicate that retail still has a future and that IBM is a part of that future but it would be rooted in the digital realm. Staying true to its roots, the hub will utilize the iconic IBM blue, font families, and founding iconographic style, but will stand apart with an on-brand visual evolution as a space uniquely created for discovery, exploration, and delight. Here the content will be the hero, not the brand.

With an emphasis on user engagement and interaction, the site will feel decidedly editorial, employing effective UI and UX to captivate visitors with maximum impact. Accompanying content visuals will be, when feasible, grounded in the legendary infographic, illustrative style of Paul Rand’s vision for the IBM brand, reinforcing the story of innovation as human and relatable, and driving home the essential message that this is “Your” Tomorrow.