Office collaborated with Ogilvy & Mather New York to develop a visual vocabulary for IBM’s “Smarter Planet” campaign. Inspired by IBM’s vision to help solve the world’s biggest problems, and influenced by Paul Rand’s original design vision for the company, Office developed 21 visually arresting, iconic illustrations that depicted topics such as energy, food, banking and health care. The campaign began with full-page print ads with essays discussing how these areas can be transformed to improve the world, and evolved into global digital and outdoor advertising, trade exhibitions and a Smarter Planet attraction at Disney World’s Epcot Center.

Smart, bright and well-integrated ad/identity campaign.

So bright, happy and attention-getting. Surprised to see “big blue” going with color on their logo.