IBM Security Rebrand

IBM Security product team was feeling that our users were receiving a disjointed experience from the discovery phase to the actual use of our products. Seeking strategic partners on the marketing side of our division we utilized the methods of IBM Design and Design Thinking to collaborate on rebranding the division as a whole.

The end result was the creation of a unifying vision and mission statement, brand character, brand elements and finally a single point of communication and finally a single point of product marketing communication in the form of an online Experience Guide.


Our visual system is used to convey the foundation of IBM Security, the holistic nature of our capabilities and the integration of our products. This system is comprised of three elements: the brain, the synapses, and the neurons.

The growth of the iconic IBM 8 bar graphic is used to signify the learning and connective process. Beginning with “Teaching the Brain”, which is broken into three stages, the straight lines become more organic and intertwined as the brain learns and collects data. As it progresses into “Machine Learning”, more connections are made resulting in the branching and expansion of lines.

“IBM Security is invisible to its customers' in all the right ways. They don’t have to know they are being protected by trusted leaders and confident gatekeepers. But that’s exactly why they choose IBM Security because it allows them to sleep at night knowing they have their customers trust.”

Marketing Workshop Outcome Statement

Design Director: Liz Holz
Creative Director: Joshua Kramer
Design: Joshua Kramer, Judie Le

Done while employed at IBM.