IBM Security Design Ecosystem
The IBM Security design ecosystem consists of interactive and static thought leadership collateral that offers software solutions to the B2B market.
Observation
SmarterPaper Development
Amid the collateral development for the ecosystem, there were times that information and production processes would get overlooked. At times, the content was not “final” and it would create inconsistent version control. The design team would rush the design creation, and particular design elements were misused—taking away the value of the presented content. Or the development of a build needed to be rushed for completion—creating miscommunication between business partners.
There needed to be clear internal and external development guidelines for a better alignment from all aspects.
IBM Security SmarterPaper Design
The fast-paced nature of the effort gave an insight into the need for a cohesive design language for the execution of the total amount of assets. The IBM Security brand had limited design elements ranging from the color palette to the iconography. It was a vast effort that consisted of eight use cases, and there needed to be an established and cohesive design language that can be distinguished by use case and by IBM Business unit.
The ecosystem consisted of a total of eight use cases, each containing:
1-SmarterPaper
1-Static Whitepaper PDF
1-Interactive Solution Brief (An asset that provides in-depth guidance to selecting products and services)
1-Solution Brief PDF
Challenges
• Create a cohesive ecosystem that could also be distinguished by use case
• Manage multiple assets at once for a timely delivery
• Maintain and develop a process for all type of assets
The Team
Creative Lead | Alejandro Ramirez
• Sold and expanded the SmarterPaper ecosystem deliverables to the IBM Security team
• The main creative point of contact with the client and other stakeholders of the IBM Security team
• Supervised and guided the Somnio creative team
Art Director, SmarterPaper Lead | Brenda Palacios
• Supported in the conceptual and visual development of the IBM Security ecosystem
• Documented SmarterPaper design elements and build functionality guidelines and provided process guidance to digital producers, designers, and developers during the development of collateral
• Supported in meetings with the client and stakeholders of the IBM Security team
• Collaborated with a team of SEO strategists and copywriters for the execution and delivery of social content assets
• Provided design direction to the Jr. Art Director
• Execution of collateral (managed and delegated responsibilities with the Jr. Art Director)
• Templates
• Iconography
• Illustrations
• PDFs
• Interactive builds
• Provided documentation and guided developers during the development of beta and alpha builds
• Assured that all live builds are final and ready for client delivery
Jr. Art Director | Nathalia Silva
• Supported in the conceptual and visual development of the IBM Security ecosystem
• Execution of collateral
• Templates
• Iconography
• Illustrations
• PDFs
• Interactive builds
• Gathered and organized all assets for development
• Supported in the quality assurance of all builds
Solution
SmarterPaper Development Solution
I analyzed the need for internal and client-facing process documentation for the SmarterPaper ecosystem and created visual and functionality guidelines. The process documents highlight important visual guidelines for each collateral and explain asset functionality. Most importantly, these documents set expectations for each partner—clients, designers, copywriters, and developers from beginning to end of the SmarterPaper engagement.
The documents were shared with Business Development representatives to set clear expectations and guidelines at the beginning of the conversation—to meet and exceed the client’s needs in a consistent manner.
IBM Security SmarterPaper Design Solution
The Somnio design team created a cohesive visual design language utilizing and expanding upon the IBM Security brand guidelines across all interactive and static assets. I supported the development and establishment of iconography, illustrations, and use case color palettes to distinguish between the eight use cases. The design language of the ecosystem is elegant, vibrant, and captures the essence of IBM Security. I guided the Jr. Art Director and developers during the SmarterPaper development to maintain a consistent experience for all collateral.
Outcome
The established SmarterPaper development process promotes consistent user experience and design across all assets within the ecosystem. It also refined a cohesive, collaborative development process with our clients and strengthened the partnership between Somnio and IBM.
The IBM Security ecosystem visual language increased the value of the content for the promotion of products and services to the B2B market. It cohesively distinguishes the messaging and solutions positioning IBM as a thought leader within the tech industry.
