World of Watson
Designing a world with Watson.

Project
Overview

Watson is more than a product or a brand. Watson is a symbol of what's possible when we fully realize the partnership between people and technology. To set the stage for IBM's annual Watson gathering, we translated the Watson brand to an arena, where more than 20,000 heard IBM's CEO announce the future of Watson.

Collaborators: IBM Brand Experience and Universal Everything

THE BEHAVIOR OF WATSON
To fully inhabit the environment, we translated the Watson symbol into a series of dynamic behaviors that were rendered in the environment.
BIG AND SMALL
In a large environment, every detail matters. Throughout the experience, we looked for subtle ways to elevate the experience.
MOMENTS OF COLOR
Through the Watson color palette, the environment was able to deliver illuminating moments that brought the venue to life.
THE LANGUAGE OF EVOLUTION
As new speakers joined the conversation, Watson announced them to the audience through an ever-evolving environment.