IBM Profiles
Case Study : Extending a Brand
The consulting arm of IBM set out to produce an internal publication featuring interviews of past IBM leaders and former executives. The magazine, Profiles, would inform and inspire new and current employees through collective experiences and lessons learned. It would also be used as a recruiting tool at colleges and universities. Molecule Brand Consultants was asked to design the publication masthead which could be used on other applications as well. After studying their brand, we utilized their corporate typeface, Bodoni, and inserted an elder profile to convey wisdom and personalization. The masthead continues the IBM look with an unexpected twist. In addition to the logo, Molecule designed the following applications for this identity: in-house magazine, internal advertising and communications, printed announcements, and more.
This case study employed the following services: Brand Strategy, Brand Identity, Brand Oversight.
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