IBM Watson

IBM—Personifying AI

Meet Watson, IBM’s cognitive computing system that is pioneering symbiotic relationships between human and machine. First celebrated for correctly answering the million dollar question on Jeopardy!, Watson has since become a vital support tool in healthcare treatment decisions. Athletics reimagined Watson’s moving identity to showcase the system’s behaviors and DNA to personify this abstract, powerful tool and reflect Watson’s evolving impact on the way we work, live, and learn.
Art Direction, Brand Identity, Physical Environments and Exhibitions