IBM Interactive Experience (iX) as a global design partner works at the intersection of strategy, creativity and technology to help their clients digitally reinvent their businesses.
From storytelling for businesses and brands to extended reality technologies
IBM iX is the largest international creative network agency in the world. It breaks boundaries between strategy, creativity and technology. Their business designers develop the experiences of the future across nearly 60 global studios, incorporating strategic acquisitions like Resource Ammirati, Ecx.io and Bluewolf. iX internationally involves 17,000 renegades and realists. As Creative Director at the Berlin studio I was responsible for the content department including responsibility ranging from creation to production with a focus on Business Storytelling, Branded Experiences & Extended Reality.
It is about design experiences: to create moments that matter to unlock new brand value.
The comprehensive experience strategy syncs the brand purpose and human insights with the right technologies to enable the enterprise.
The entire repertoire of content itself
The range of my work included, for example, the creative setup of digital communication components or campaigns for co-operations between IBM with Mercedes me, the Ministry of Defense, the German National Bank, Hyundai Europe, but also activities around the marketing of cloud services, business platforms or collaborative web services of ministries or public authorities. With an homogeneous team of strategists, concepters, designers and social media experts we developed brand identities, cross-media campaigns or web content hubs for digital products as well as the entire repertoire of content, whether as a still, moving picture or interactive - on all possible channels.
Partnering with IBM iX means to define your strategy, create exceptional experiences and build your business, by design.
The development of exciting product and service stories, not only B2C
For digital services like Volkswagen We or the Electronic Health Record, the primary task was the development of brand identities and relevant activation actions such as web commercials. But later on it was also about innovative content creation such as Facebook canvas ads or short explainers and interactive infographics. In these cases, this meant to explain quite complex and abstract products or services in the simplest possible way. Not only B2C, but also B2B. Because primarily internal stakeholders in the company should be convinced in the first step, then the customer.
Content can be everything, everywhere
However, another main focus of my work at IBM iX was the exploring and experiencing of new technologies. This could be either the use of Watson as AI for generating and visualizing real-time content in live communication, the use of augmented reality as extension of exhibition exponats and opportunity of customers to individualize existing products, or the implementation of virtual reality installations in the showroom of automobile companies to explain industry 4.0 as a new production standard.
The icing on the cake of innovative digital communication
For sure, all of this technological innovation can be a bit smaller too. With minor innovations such as the improvement of the user experience through WebGL on websites the navigation and information visualization was optimized with new possibilities. Also individual filters on Snapchat or Facebook could be used as an entertaining but important part of advertising campaigns. Ultimately, there are no limits what content can be about.