BRANDING | VISUAL IDENTITY
IBM
Employer Brand Identity
ROLE: LEAD DESIGNER
Project Overview
IBM (International Business Machines Corporation) is an American multinational technology company headquartered in Armonk, New York,
and present in over 175 countries. For this project, the task was to create a distinct employer brand that effectively expresses
the organization’s employer value proposition (EVP) to attract high-quality talent to join IBM’s global talent hubs with a brand that inspires,
retains, and grows the future of IBM through its core strengths.
Process + Outcomes
The project’s main goal was to develop an authentic, differentiated employer brand informed by the IBM TVP research and create an employer brand that captures and conveys a realistic, yet sustainably aspirational expression of the IBM employment experience.
IBM’s evolution as a global leader in transformative technology is deeply rooted in its commitment to personal growth, empowerment, collaboration, and purpose-driven work. This sense of empowerment and opportunity directly influenced the visual design concept, focusing on showcasing IBMers as pioneers who are shaping the future. Through bold, dynamic visuals and impactful storytelling, the design emphasizes IBM’s culture of trust, innovation, and collaboration.
The use of strong headlines and energetic imagery captures the essence of what it means to be part of IBM—a place where ambition meets opportunity, and where every individual has the chance to rethink, explore, and achieve beyond their expectations. The overall aesthetic reflects the company’s forward-thinking mentality and its shared commitment to driving positive change, inviting others to join this transformative journey.
The result was increased brand awareness leading to a significant rise in job applications, higher engagement rates on career-related content, increased website traffic to IBM’s career pages, and an uptick in positive sentiment and brand perception among potential candidates.
