“IBM Design Language – Motion” :55
“We partnered directly with IBM to create a series of films that captures IBM’s approach to design and its expression, spanning IBM’s foundational philosophy and guiding principles, through to the wealth of elements, tools and thoughtful guidance it has generated. However, each film demanded that we not only demonstrate function, but also reveal the inherent reasoning, thought and interconnectedness present in each. And as much as we needed to communicate those ideas, every choice in design and animation demanded an adherence to the rigorous standards of the IBM Design Language itself. This required some intense homework on our part to come to an understanding of the language as a whole. As we explored those deeper connections, we instilled our learnings back into the process, adapting the existing guidance—and creating some anew—to produce a singular tone in the scripts, visuals and animation of the films that is distinctly IBM.”