For the Defiant
The IBM Think 2018 conference in Las Vegas celebrates the company’s longtime corporate mantra—Think—by convening inspiring experts from disparate fields for a series of workshops, experiences, networking, talks, and education. In late 2017, with the inaugural event on the horizon, IBM enlisted Athletics to explore what Think means in our time. Inspired by ideas like emotional intelligence and “time to think” as currency, we curated a set of exemplary people, experiences, and places to help IBM crystallize how the Think conference might take form, and defy conventions. In parallel, our writing team penned a manifesto for the Think conference, which was adapted into a script read by IBM Chief Marketing Officer Michelle Peluso in a video invitation to the event. Partnering with Zeitguised, the Berlin-based 3D and motion graphics firm, we rendered a series of creative interpretations of the Think wordmark. Armed with this suite of beautiful motion studies and renderings, Athletics formalized the IBM Think identity as a provocative, flexible, and practical system that asks us all to Think.