When I first started my career at IBM I was working on a storage product known as GPFS (or Elastic Storage). It was one of 6 main IBM storage products all with very diverse names and branding — none of which yet adhered to the IBM Design Language. Shortly after I was assigned to this team, they renamed the suite of storage products to be grouped under one name: IBM Spectrum Storage. The six individual products were also renamed to Spectrum Accelerate, Spectrum Archive, Spectrum Control, Spectrum Protect, Spectrum Scale and Spectrum Virtualize.
Since these previously unrelated storage products were now being marketed under one family name, I suggested that the visual designers working on each IBM Spectrum Storage product work together to create one, unified Design Language to bring some consistency to the products beyond their naming.
I gathered a global team of the lead Visual Designers from each product team as well as key stakeholders to begin the collaborative process of re-branding our product family to adhere to the new IBM Design Language. Over the course of several months, the team and I were able to research and analyze competitors' brands, conduct visual preference studies, create mood boards using online collaboration tools, and (after many rounds of iteration) come to our final designs. This included 7 logos (1 for the family "Spectrum Storage", and 6 for each individual product) and a brand personality guide that each product team can use to guide future design decisions.
Directly below you can see the full Brand Personality document for IBM Spectrum Storage.
Below you can see the final logo designs in greyscale, in different sizes, and applied within a UI.
Spectrum Accelerate, Scale and Protect login pages showing how each page appears unified with the other even though each product has a unique logo and color.
For each product, I created an example of how the logos and word marks should look at different scales, in black and white, on a mobile device and within a navigation bar.
The team I originally assembled is still meeting regularly to create a Design Language specific to Spectrum Storage. This will be an online resource where Product Management, Development and Design from all the storage products can access design guidelines and resources such as color palettes, icons, UI components and more.
My role in the re-branding of IBM Spectrum Storage was that of project and visual lead. My responsibilities included organizing and prepping for our weekly meetings, building understanding of each product and their users, meeting with designers individually to review their work, iterating on designs and creating clear goals and deadlines to successfully create a Design Language.