2upwatson

2upWatson

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SMALLWatson_PR5

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SCREENSWatson_PR16

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Watson_PR14 copyGRAY

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SMALLWatson_PR12

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SMALLWatson_PR7

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Desktop

Personifying AI

IBM Watson

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Vertical Desktop

Athletics

Athletics designed a kinetic identity to personify the behaviors and DNA of Watson, the groundbreaking cognitive computing system.

IBM Watson - Athletics

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robots

https://api.athleticsnyc.site/case_study/ibm-watson/

https://api.athleticsnyc.site/wp-content/uploads/2019/08/Atheltics_Visual-Portrait.jpg

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twitter:description

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twitter:site

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twitter:creator

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Ocean_portrait1

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Ocean_portrait2

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Ocean_portrait3

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Ocean_shape7

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CROPPEDOcean_Site_16x9

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Ocean_purple-random copy

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Ocean_guidelines

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Ocean_Icons copy

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Ocean_HEADER1

Visualizing the Cloud

IBM Cloud

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Athletics designed IBM Cloud a brand identity that humanizes and poeticizes the digital “genetics” of the web, and the brilliant individuals who define it.

IBM Cloud - Athletics

https://api.athleticsnyc.site/case_study/ibm-cloud/

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02Spring_LogoIDSlow

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07Spring_UI

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04Spring_Flliper_B

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Spring_Logo_2

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08Layout

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10Type_click_through

A Brand for All Seasons

Spring

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Athletics developed a new identity for Spring, the shopping platform that has since become a major force in the online fashion and retail space.

Spring - Athletics

https://api.athleticsnyc.site/case_study/spring/

carlen_still-life_sm

carlen_packaging

carlen_cards

Carlen_cards

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candle_inset

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carlen_letterhead-halfsize

carlen_site_new

Carlen_Site_new

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Athletics-Carlen-Parfums_5

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Hero-Banner_4_SM

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Ungendering Fragrance

Carlen Parfums

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Athletics upended luxury conventions in favor of a stark system to elevate Carlen's rigorous focus on ingredient and experience.

Carlen Parfums - Athletics

https://api.athleticsnyc.site/case_study/481/

ibm_think_posters

IBM_Think_Posters

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Athletics_IBM_Think_Image_27

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Athletics_IBM_Think_Image_15

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Athletics_IBM_Think_Image_26

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Think_Hero

For the Defiant

IBM Think

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Starting with a manifesto about what "Think" means in the 21st century, Athletics designed an immersive brand identity for this unprecedented IBM event.