“Working as a designer comes with a lot of excitement and challenges, but this particular project has given me the most joy to work on to date. IBM was preparing to launch their new Power System server equipped with their Power10 processor and I was assigned as lead designer for the project.”

“My first task was to set the creative tone of the launch. During this time I was obsessed with the show “Chef’s Table” on Netflix. David Gelb’s film making was exquisite and I found myself wanting to translate his storytelling structure, elegant cinematography, and focus on faces, food, and ingredients into the realm of technology. In other words... could we make a server look as delicious and enticing as a Michelin star meal?”

“I also took inspiration from Apple’s keynotes, Google’s Quantum Supremacy series, and macro tech photography from around the web. When we began our photoshoot, all of the ingredients came together to provide us with a set of stunning images to work with.”

“From these images I developed a color palette based on our brand guidelines and the industrial design of the server rack. These assets would be used for every piece of production we created.”

“Since the launch was during the tail end of COVID, we opted for a virtual event. Digital and analog invitations were designed and sent out to hundreds of business partners. The assets all had a cohesive look that focused on the beauty of the product with a great headline that added to the anticipation and interest.”

“We decided to create a hero video for the virtual launch. I worked hand-in-hand with our agency partner Centerline to art direct every aspect of this video. Everything from the Vivaldi-inspired track, to the strong voice over, to the stirring imagery calls back to the original vision of the project. It was some of the most fun I’ve ever had in my career.”

“Following the launch was an entire redesign of the “Power” pages on our website. We created multiple custom image bands to highlight the capabilities of our product.”

“The webpages came together beautifully and were a great addition to the already amazing IBM website. ”

“In addition to webpages, I worked with the social team to create a campaign that ran before, during, and after the launch. All metrics trended up between 2-5% while these posts ran and helped spread the word across our channels. ”

“As an added bonus, we were given the opportunity to create a full AR/VR experience for our product. This allowed users to explore the machine in exhaustive detail accompanied by voice overs from engineering team. My role during this was art direction, design, and QA. ”