Athletics worked with the IBM Brand Experience and Design Team to develop the identity for IBM TechXchange, an event for a technical audience addressing two fundamental needs: learning and community. TechXchange invites technologists, developers, and practitioners to grow and interact shoulder-to-shoulder with IBM experts and their peers.
The IBM TechXchange identity centers around a grid of elements: a space where different facets of the IBM Technologist community come together to create and connect. Each element within the IBM TechXchange grid system has its own symbolic meaning, and the grid serves as a framework in which new and evolved elements can be layered in from year to year, and event to event. The system’s design language is purpose built to function in an interactive and programmatic fashion. That purpose then brought to life as a digital tool created by Athletics allowing the IBM team to create compositions within an interactive grid. By adjusting variables and assets you control pieces of the design system for real-time programmatic compositions.
During this project I had the role of designer. I was part of the identity, design production, and presentations of works.