As IBM Watson and IBM Cloud expanded across AI-driven products, internal and external teams struggled to consistently understand and apply the brand within increasingly complex contexts. In a domain as technical as AI, clarity and consistency became essential to effective communication.

Rather than creating another static brand document, I designed a Brand Experience Tool, a shared system that made the brand easier to understand, apply, and communicate across products and teams. I translated abstract brand principles into practical design rules across visual language, interaction, motion, and interface patterns, and structured them into an initial, reusable template.

This template became the foundation for how other products were built, enabling teams to move faster while maintaining coherence. Adopted globally by 2,000+ designers, marketers, and agencies, the tool evolved into a single source of truth and led to similar Brand Experience Guides across IBM Cloud, Developer, and Red Hat.