IBM
Hybrid Cloud
Creative Direction
Strategy
Branding
Iconography
Design System
Moton Design
Hybrid Cloud
Creative Direction
Strategy
Branding
Iconography
Design System
Moton Design
Hybrid Cloud is a essential foundation for AI, yet its complexity often obscures that role.
This project set out to translate that complexity into clarity through a unified visual language, using bold, 3D components as modular metaphors for the systems and processes Hybrid Cloud unifies.
By turning abstract infrastructure into tangible forms, the design system revealed how Hybrid Cloud simplifies, secures, and harmonizes business ecosystems to unlock the full potential of AI. This comprehensive design toolkit integrates seamlessly into IBM’s existing visual language, enabling the production of a diverse range of stories in the future.
This project set out to translate that complexity into clarity through a unified visual language, using bold, 3D components as modular metaphors for the systems and processes Hybrid Cloud unifies.
By turning abstract infrastructure into tangible forms, the design system revealed how Hybrid Cloud simplifies, secures, and harmonizes business ecosystems to unlock the full potential of AI. This comprehensive design toolkit integrates seamlessly into IBM’s existing visual language, enabling the production of a diverse range of stories in the future.
Agency: AKQA SF
Role: Executive Creative Director, Design
Group Creative Director: John Gordon
Associate Design Director: Angelique Hering
Senior Designer: Kenji Tomita
Motion Design Director: Ryan Jones
Motion Designer: Shaun Abernathy
Director of Film & Motion: Dave Shuff
Role: Executive Creative Director, Design
Group Creative Director: John Gordon
Associate Design Director: Angelique Hering
Senior Designer: Kenji Tomita
Motion Design Director: Ryan Jones
Motion Designer: Shaun Abernathy
Director of Film & Motion: Dave Shuff