IBM Z

Launch campaign and visual system for z16

They say the mainframe is dead. It’s old. Outdated. Work has moved to the cloud. What if we told you that’s incorrect?

IBM Z is the backbone of critical infrastructure around the world. 90% of the world’s critical financial institutions, airlines, government agencies, research institutions and national security operations run on Z. It’s become a critical part of a hybrid cloud infrastructure. So when we launch a new Z system, it’s literally of import to the world.

In 2022, we introduced IBM z16. An AI-accelerated, quantum safe system built to build the critical infrastructure of the world.

The design of z16 was the first modern IBM product to strictly integrate into IBM Design Language. Its proportions precisely follow the rules of the mini unit. This was a huge step forward in aligning key IBM offerings to a design system we had developed, permeating everything from software products to architecture.

The main design element of z16 is the front panel chevrons. These allow massive airflow through the front panel while cutting down on noise. The distinctive IBM blue is revealed within the lofting of the panel surface.

We leveraged this defining element along with our agency partner CATK to create a visual system and set of visual assets which would define the launch communications.

A solid metal surface becomes fragmented, then begins to move, signifying flexibility and agility. A blue light pouring out from the lofted surface alludes to its AI acceleration, quantum encryption, and raw processing power.

We engaged agency partner Dress Code to develop a launch event video and a set of animated assets representing key features and technologies within Z.

Along with photographer Spencer Lowell, we traveled to the IBM manufacturing facility to shoot a behind the scenes look at the fabrication and testing of z16.

The result of this comprehensive set of assets was a story of z16 which could be told across channels, from sales teams in the field to marketers. z16 was the most successful Z launch in IBM history.