CINXE.COM

<!DOCTYPE html><html lang="en"><head><meta charSet="utf-8"/><meta name="viewport" content="width=device-width"/><meta name="description" content="Starting with a manifesto about what "Think" means in the 21st century, Athletics designed an immersive brand identity for this unprecedented IBM event."/><link rel="canonical" href="https://athleticsnyc.com/work/ibm-think/"/><meta property="og:url" content="https://athleticsnyc.com/work/ibm-think/"/><meta property="og:title" content="IBM Think - Athletics"/><meta property="og:description" content="Starting with a manifesto about what "Think" means in the 21st century, Athletics designed an immersive brand identity for this unprecedented IBM event."/><meta property="og:type" content="article"/><meta property="og:author" content="https://www.facebook.com/athleticsnyc"/><meta property="og:publisher" content="https://www.facebook.com/athleticsnyc"/><meta property="og:site_name" content="Athletics"/><meta property="og:updated_time" content="2024-11-20T19:45:35+00:00"/><meta name="twitter:card" content="summary_large_image"/><meta name="twitter:title" content="IBM Think - Athletics"/><meta name="twitter:description" content="Starting with a manifesto about what "Think" means in the 21st century, Athletics designed an immersive brand identity for this unprecedented IBM event."/><meta name="twitter:image" content="https://athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM-Think_Twitter.jpg"/><meta name="CCBot" content="nofollow"/><meta name="robots" content="noai, noimageai"/><meta name="tdm-reservation" content="1"/><title>IBM Think - Athletics</title><meta name="next-head-count" content="20"/><link data-next-font="" rel="preconnect" href="/" crossorigin="anonymous"/><link rel="preload" href="/_next/static/css/3dcd165d33af2bcf.css" as="style"/><link rel="stylesheet" href="/_next/static/css/3dcd165d33af2bcf.css" data-n-g=""/><noscript data-n-css=""></noscript><script defer="" nomodule="" src="/_next/static/chunks/polyfills-78c92fac7aa8fdd8.js"></script><script src="/_next/static/chunks/webpack-54f9d2e93d396111.js" defer=""></script><script src="/_next/static/chunks/framework-9620da855a94eb57.js" defer=""></script><script src="/_next/static/chunks/main-d649a2b137f2ccb5.js" defer=""></script><script src="/_next/static/chunks/pages/_app-996cd8d96056157c.js" defer=""></script><script src="/_next/static/chunks/493-282665c4f93ff4c3.js" defer=""></script><script src="/_next/static/chunks/942-e601809d230b4a01.js" defer=""></script><script src="/_next/static/chunks/928-7bb2b3c4eb5fa069.js" defer=""></script><script src="/_next/static/chunks/2-e353d8b854e6bf04.js" defer=""></script><script src="/_next/static/chunks/pages/work/%5Bslug%5D-a73cc08d7774f63e.js" defer=""></script><script src="/_next/static/1-JpLczZJ0q2hCRkf3FJg/_buildManifest.js" defer=""></script><script src="/_next/static/1-JpLczZJ0q2hCRkf3FJg/_ssgManifest.js" defer=""></script></head><body><div id="__next"><div class="custom-cursor cursor-hover" style="transform:translate(-50%, -50%)"><span class="cursor-text " style="background-color:var()"></span></div><header style="position:absolute;width:100%" class="headroom-wrapper"><div class="headroom headroom--unfixed"><div class="bg-current loader left-0 top-0 h-[2px] pointer-events-none absolute w-0 transition-all ease-linear" style="width:0%;opacity:0"></div><div class="flex justify-between content items-center py-6"><a title="Home" href="/"><svg viewBox="0 0 87 17" fill="currentColor" xmlns="http://www.w3.org/2000/svg" class="w-[clamp(5.375rem,5.5vw,5.5vw)]"><path d="M9.79009 0L16.1581 16.0334H13.9273L12.249 11.8126H4.84623L3.1907 16.0334H0.984375L7.35239 0H9.79009ZM5.58276 9.93721H11.5141L8.52561 2.4119L5.58276 9.93721Z"></path><path d="M17.4015 6.07697H15.5391V4.35826H17.4015V0.941406H19.4482V4.35826H22.1841V6.07697H19.4482V12.9328C19.4482 14.1609 20.069 14.3841 21.1266 14.3841C21.6089 14.3841 21.9543 14.3619 22.4367 14.2496V15.9699C21.9071 16.0822 21.3107 16.1487 20.6198 16.1487C18.5731 16.1487 17.4015 15.4793 17.4015 13.2462V6.07856V6.07697Z"></path><path d="M24.4375 0H26.507V5.93954C27.1962 4.97889 28.3923 4.13061 30.0935 4.13061C32.6452 4.13061 34.0938 5.84933 34.0938 8.32928V16.0334H32.0244V8.86578C32.0244 7.2357 31.3123 6.00759 29.5182 6.00759C28.024 6.00759 26.507 7.12333 26.507 9.06677V16.0334H24.4375V0Z"></path><path d="M38.5538 16.0334H36.4844V0H38.5538V16.0334Z"></path><path d="M40.7165 10.2069C40.7165 6.72355 42.9929 4.13281 46.2567 4.13281C49.5206 4.13281 51.383 6.61118 51.383 9.8492V10.5186H42.693C42.8087 12.9749 44.2557 14.5385 46.348 14.5385C47.9579 14.5385 49.1067 13.6902 49.4749 12.3054L51.2918 12.9305C50.5569 15.0069 48.74 16.2793 46.348 16.2793C43.0141 16.2793 40.7148 13.801 40.7148 10.2053L40.7165 10.2069ZM42.8087 8.97876H49.2924C49.2468 7.32652 48.3261 5.85311 46.2339 5.85311C44.4871 5.85311 43.1753 6.99259 42.8087 8.97876Z"></path><path d="M53.8234 6.07697H51.9609V4.35826H53.8234V0.941406H55.8701V4.35826H58.606V6.07697H55.8701V12.9328C55.8701 14.1609 56.4909 14.3841 57.5484 14.3841C58.0308 14.3841 58.3762 14.3619 58.8585 14.2496V15.9699C58.329 16.0822 57.7325 16.1487 57.0416 16.1487C54.995 16.1487 53.8234 15.4793 53.8234 13.2462V6.07856V6.07697Z"></path><path d="M60.7656 0H63.0192V2.32169H60.7656V0ZM62.9263 16.0334H60.8568V4.35535H62.9263V16.0334Z"></path><path d="M70.7686 14.5163C72.4241 14.5163 73.4132 13.4892 73.757 12.038L75.5967 12.8641C75.0215 14.8075 73.2747 16.2809 70.7686 16.2809C67.4118 16.2809 65.0898 13.8026 65.0898 10.2069C65.0898 6.61118 67.4118 4.13281 70.7686 4.13281C73.2747 4.13281 74.9759 5.53975 75.5511 7.48162L73.757 8.35205C73.4116 6.92296 72.4241 5.87368 70.7686 5.87368C68.6307 5.87368 67.1593 7.52593 67.1593 10.2053C67.1593 12.8846 68.6307 14.5147 70.7686 14.5147V14.5163Z"></path><path d="M77.8739 12.4162C78.5176 13.7788 79.989 14.6049 81.5533 14.6049C82.9563 14.6049 84.198 14.0241 84.198 12.7517C84.198 11.4793 83.0475 11.3005 81.071 10.8985C79.0944 10.4743 77.025 10.0502 77.025 7.66045C77.025 5.58406 78.8875 4.13281 81.4392 4.13281C83.5999 4.13281 85.3712 5.15993 86.0832 6.54471L84.6118 7.68419C83.991 6.52255 82.865 5.78664 81.3464 5.78664C79.9662 5.78664 79.0472 6.45608 79.0472 7.50535C79.0472 8.55463 80.1047 8.79993 81.7831 9.1576C83.8525 9.62605 86.2201 10.028 86.2201 12.5745C86.2201 14.8075 84.1279 16.2809 81.5533 16.2809C79.3698 16.2809 77.1847 15.3646 76.2656 13.5573L77.8756 12.4178L77.8739 12.4162Z"></path></svg></a><nav class="md:static text-current absolute top-0 left-0 w-full h-svh bg-white md:bg-transparent md:h-auto z-[-1] md:z-auto md:w-max p-4 md:p-0"><div class="h-full relative flex flex-col justify-center"><ul class="top-level-links heading-h3 flex flex-col gap-y-3 top-[30%] text-current md:flex md:body-2 md:top-0 md:gap-y-0 md:flex-row md:text-inherit"></ul><div class="nav-underline absolute border-t top-[100%]"></div></div></nav><button class="body-2 md:hidden">Menu</button></div></div></header><main><div class="min-h-[calc(var(--min-page))] bg-white body-1"><div class="case-study-wrapper false" style="background-color:#ffffff;color:#000000"><div class="page-inner pb-[170px] lg:pb-[270px]"><div class="case-study-header"><div class="content body-1 mx-auto"><div class="pt-[140px] lg:pt-[170px] pb-8 lg:pb-[65px]"><div><div class="inline-block opacity-0"><h1 class="heading-h2">IBM Think</h1></div></div><div><div class="inline-block opacity-0"><p class="heading-h2 text-cement mb-0 lg:max-w-[85vw]">For the Defiant</p></div></div></div></div><div class="hero "><div class=" aspect-video relative"><div data-flip-id="hero" class="w-full relative helix-hero"><img class="w-full h-full aspect-video object-cover" src="https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Think_Hero-300x169.jpg" srcSet="https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Think_Hero-300x169.jpg 300w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Think_Hero-768x432.jpg 768w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Think_Hero-1024x576.jpg 1024w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Think_Hero.jpg" alt=""/></div></div></div></div><div class="content grid grid-cols-1 lg:grid-cols-12 pt-6 body-1 pb-[112px]"><div class="lg:col-span-6 [&>*+*]:mt-[1em]"><div class="intro-text [&>*]:max-w-[900px]"><p>“THINK,” IBM’s corporate mantra, traces back to 1911.  In 2018, to bring this historic mantra to the present day,  IBM folded its existing events into one, vast Think conference in Las Vegas. Athletics drafted a manifesto for what Think means in the 21st century, and designed  a fluid, experimental brand identity to mark this unprecedented occasion.</p> <p>The new IBM Think brand identity appeared throughout the Mandalay Bay Hotel conference center in Las Vegas, where the event was held in 2018, and appeared throughout Pier 39 in San Francisco for Think 2019.</p> </div><div class="roles"><div class="roles"><p class="mb-0 text-cement">Our Role:</p><p class="mb-0 text-cement">Brand Identity</p><p class="mb-0 text-cement">Physical Environments</p><p class="mb-0 text-cement">Print</p></div></div><div class="text-cement"><p class="mb-0">Collaborators:</p><div class="wysiwyg-container"><p>Zeitguised, foam Studio, IBM BXD, George P Johnson</p> </div></div></div></div><div class="hero "><div class=" "><div class="w-full relative "><img class="w-full " src="https://cms.athleticsnyc.com/wp-content/uploads/2019/05/IBM_Think_Posters-300x169.jpg" srcSet="https://cms.athleticsnyc.com/wp-content/uploads/2019/05/IBM_Think_Posters-300x169.jpg 300w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/IBM_Think_Posters-768x432.jpg 768w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/IBM_Think_Posters-1024x576.jpg 1024w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/IBM_Think_Posters.jpg" alt=""/></div></div></div><div class="hero "><div class=" "><div class="w-full relative "><video class="w-full aspect-auto block " playsinline="" autoplay="" muted="" loop=""><source src="https://player.vimeo.com/external/347176375.hd.mp4?s=c15be7dd3ecc3d59c1df71a7c0bbc30a6d593f66&profile_id=175" type="video/mp4"/>our browser does not support the video tag.</video></div></div></div><div><section><div class="max-w-full grid grid-cols-1 md:grid-cols-2"><div class="col-12 md:grid-cols-6 left-col"><div class="wysiwyg-section content pt-4 pb-8 lg:pb-[120px] body-1"><div class="wysiwyg-container mb-[100px] lg:mb-[120px] max-w-[85%]"><p>Thinking together</p></div><div class="wysiwyg-container md:w-[43ch] md:max-w-full"><p><span>The </span><a href="https://www.ibm.com/events/think/"><span>IBM Think 2018</span></a><span> conference held in Las Vegas in 2018, and San Francisco in 2019, brings together inspiring figures from disparate fields for a series of workshops, experiences, networking, talks, and education. It also communicates to the world IBM’s renewed focus on its longtime corporate mantra: </span><a href="http://www-03.ibm.com/ibm/history/ibm100/us/en/icons/think_culture/"><span>Think</span></a><span>. In late 2017, with this unprecedented event on the horizon, IBM came to Athletics with an unusual creative assignment: explore what Think means in this day and age.</span></p> </div></div></div><div class="col-12 md:grid-cols-6 right-col"><div class="hero "><div class=" "><div class="w-full relative "><img class="w-full " src="https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_27-267x300.jpg" srcSet="https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_27-267x300.jpg 300w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_27-768x864.jpg 768w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_27-910x1024.jpg 1024w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_27.jpg" alt=""/></div></div></div></div></div></section></div><div class="hero "><div class=" "><div class="w-full relative "><video class="w-full aspect-auto block " playsinline="" autoplay="" muted="" loop=""><source src="https://player.vimeo.com/external/347179035.hd.mp4?s=95500d1c544e4515ddea3994a616fd8a373698f8&profile_id=175" type="video/mp4"/>our browser does not support the video tag.</video></div></div></div><div><section><div class="max-w-full grid grid-cols-1 md:grid-cols-2"><div class="col-12 md:grid-cols-6 left-col"><div class="wysiwyg-section content pt-4 pb-8 lg:pb-[120px] body-1"><div class="wysiwyg-container mb-[100px] lg:mb-[120px] max-w-[85%]"><p>Into the archives</p></div><div class="wysiwyg-container md:w-[43ch] md:max-w-full"><p class="p1">Athletics set out to map the philosophical, visual, and experiential possibilities of this deceivingly simple term—think—in the context of an event experience. To start, we sought a firm foundation in the past, visiting the Lubalin Archive at Cooper Union to research the origins of the Think slogan. Leafing through archival event materials, documentation from world fairs, and corporate publications, we absorbed the optimism and excitement of IBM’s historical design and messaging, uncovering the following quote by IBM collaborator Paul Rand, which helped define our working definition of Think:</p> <p class="p1">“Innovation is the enemy of trendiness, pretense, and timidity. It recognizes the genuine from the spurious. It tantalizes the viewer, stimulates the mind, intensifies meaning, generates interest, and is at the heart of both better design and better business.”</p> </div></div></div><div class="col-12 md:grid-cols-6 right-col"><div class="hero "><div class=" "><div class="w-full relative "><video class="w-full aspect-auto block " playsinline="" autoplay="" muted="" loop=""><source src="https://player.vimeo.com/external/347178447.hd.mp4?s=c32caa122b1865ec67afb330efa119ac41752df4&profile_id=175" type="video/mp4"/>our browser does not support the video tag.</video></div></div></div></div></div></section></div><div class="hero "><div class=" "><div class="w-full relative "><img class="w-full " src="https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_15-300x169.jpg" srcSet="https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_15-300x169.jpg 300w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_15-768x432.jpg 768w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_15-1024x576.jpg 1024w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_15.jpg" alt=""/></div></div></div><div><section><div class="max-w-full grid grid-cols-1 md:grid-cols-2"><div class="col-12 md:grid-cols-6 left-col"><div class="wysiwyg-section content pt-4 pb-8 lg:pb-[120px] body-1"><div class="wysiwyg-container mb-[100px] lg:mb-[120px] max-w-[85%]"><p>Anatomy of a thinker</p></div><div class="wysiwyg-container md:w-[43ch] md:max-w-full"><p>Our designers and writers then explored ways to bring Think to life in 2018. Inspired by ideas like emotional intelligence and “time as currency,” we curated a theoretical set of people, experiences, and places to help crystallize how the upcoming conference might break the mold. We designed a grid system and language structure which creatively employ two versions of Plex—IBM’s new official font—to reflect the dichotomy between humanity and technology. And we penned the Think manifesto, as well as profiles of a “thinker” and a “thought.”</p> </div></div></div><div class="col-12 md:grid-cols-6 right-col"><div class="simple-slider "><div class="slider relative"><div class="slick-slider slick-initialized" dir="ltr"><div class="slick-list"><div class="slick-track" style="width:500%;left:-100%"><div data-index="0" class="slick-slide slick-active slick-current" tabindex="-1" aria-hidden="false" style="outline:none;width:20%;position:relative;left:0;opacity:1;z-index:999;transition:opacity 500ms ease, visibility 500ms ease"><div><img sizes="100vw" class="img-fluid w-100" srcSet="https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTAthletics_IBM_Think_Image_5-300x169.jpg 300w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTAthletics_IBM_Think_Image_5-768x432.jpg 768w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTAthletics_IBM_Think_Image_5-1024x576.jpg 1024w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTAthletics_IBM_Think_Image_5.jpg" alt="" tabindex="-1" style="width:100%;display:inline-block"/></div></div><div data-index="1" class="slick-slide" tabindex="-1" aria-hidden="true" style="outline:none;width:20%;position:relative;left:-20px;opacity:0;z-index:998;transition:opacity 500ms ease, visibility 500ms ease"><div><img sizes="100vw" class="img-fluid w-100" srcSet="https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTThink_Master-300x169.jpg 300w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTThink_Master-768x432.jpg 768w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTThink_Master-1024x576.jpg 1024w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTThink_Master.jpg" alt="" tabindex="-1" style="width:100%;display:inline-block"/></div></div></div></div></div><button class="prev-click-area block"></button><button class="next-click-area block"></button><div class="hidden md:block arrow-left absolute left-0 top-0 w-1/2 h-full cursor-none"></div><div class="hidden md:block arrow-right absolute right-0 top-0 w-1/2 h-full cursor-none"></div><div class="swiper-pointer absolute top-0 left-0 z-[9999] md:w-[150px] md:h-[150px] pointer-events-none mix-blend-difference text-[#F5FFC9]" style="transform:translate(-75px, -75px)"><svg width="152" height="152" viewBox="0 0 152 152" fill="none" xmlns="http://www.w3.org/2000/svg" class="prev-pointer absolute w-full top-0 left-0 opacity-0"><path d="M76.91 151L2 76.033L76.91 1" stroke="currentColor" stroke-width="1.50006" stroke-miterlimit="10"></path><path d="M2 76.033H151.82" stroke="currentColor" stroke-width="1.50006" stroke-miterlimit="10"></path></svg><svg width="151" height="152" viewBox="0 0 151 152" fill="none" xmlns="http://www.w3.org/2000/svg" class="next-pointer absolute w-full top-0 left-0 opacity-0"><path d="M74.9092 1L149.816 75.97L74.9092 151" stroke="currentColor" stroke-width="1.50006" stroke-miterlimit="10"></path><path d="M149.817 75.9699H0" stroke="currentColor" stroke-width="1.50006" stroke-miterlimit="10"></path></svg></div></div><div class="slide-utilities-wrap content pt-4 body-2"><div class="slide-utilities flex gap-4 justify-between"><div class="min-w-[145px] flex justify-between"><div class="prev-button">Prev</div><div class="next-button">Next</div></div><div class="slide-count text-cement lg:mr-[130px]">1/2</div></div><div class="text-gray mb-[100px] mt-[10px] max-w-[75%] lg:max-w-full lg:mb-[120px] lg:mt-6"></div></div></div><div class="quote-wrapper content pt-4 pb-[130px] body-1"><blockquote class="mb-0 relative max-w-[33ch] xl:max-w-[560px]"><p class="mb-[30px] quote-body heading-h5"><span class="hang-quote">“</span><span>True innovation lies at that rich intersection between people and products, design and business, intelligence and emotion, art and science, humanity and technology.</span>”</p><p class="mb-xs-0">Michelle Poluso, Chief Marketing Officer, IBM</p></blockquote></div></div></div></section></div><div class="hero "><div class=" "><div class="w-full relative "><video class="w-full aspect-auto block " playsinline="" autoplay="" muted="" loop=""><source src="https://player.vimeo.com/external/347179265.hd.mp4?s=7eea57e4a9a11170234e77ece893bd0b00906386&profile_id=175" type="video/mp4"/>our browser does not support the video tag.</video></div></div></div><div><section><div class="max-w-full grid grid-cols-1 md:grid-cols-2"><div class="col-12 md:grid-cols-6 left-col"><div class="wysiwyg-section content pt-4 pb-8 lg:pb-[120px] body-1"><div class="wysiwyg-container mb-[100px] lg:mb-[120px] max-w-[85%]"><p>Watching words move</p></div><div class="wysiwyg-container md:w-[43ch] md:max-w-full"><p class="p1">After this exploratory phase, we partnered with Zeitguised, a Berlin-based 3D and motion graphics firm, to render a series of creative interpretations of the Think wordmark. The Think manifesto was translated into a script read by Michelle Peluso in a brief video announcement of the event. And with a series of visually rich motion studies and renderings, we formalized a new Think identity in guidelines that are currently being rolled out.</p> </div></div></div><div class="col-12 md:grid-cols-6 right-col"><div class="simple-slider "><div class="slider relative"><div class="slick-slider slick-initialized" dir="ltr"><div class="slick-list"><div class="slick-track" style="width:700%;left:-100%"><div data-index="0" class="slick-slide slick-active slick-current" tabindex="-1" aria-hidden="false" style="outline:none;width:14.285714285714286%;position:relative;left:0;opacity:1;z-index:999;transition:opacity 500ms ease, visibility 500ms ease"><div><img sizes="100vw" class="img-fluid w-100" srcSet="https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISO_Think_Master-300x169.jpg 300w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISO_Think_Master-768x432.jpg 768w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISO_Think_Master-1024x576.jpg 1024w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISO_Think_Master.jpg" alt="" tabindex="-1" style="width:100%;display:inline-block"/></div></div><div data-index="1" class="slick-slide" tabindex="-1" aria-hidden="true" style="outline:none;width:14.285714285714286%;position:relative;left:-14px;opacity:0;z-index:998;transition:opacity 500ms ease, visibility 500ms ease"><div><img sizes="100vw" class="img-fluid w-100" srcSet="https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_6-300x169.jpg 300w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_6-768x432.jpg 768w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_6-1024x576.jpg 1024w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_6.jpg" alt="" tabindex="-1" style="width:100%;display:inline-block"/></div></div><div data-index="2" class="slick-slide" tabindex="-1" aria-hidden="true" style="outline:none;width:14.285714285714286%;position:relative;left:-28px;opacity:0;z-index:998;transition:opacity 500ms ease, visibility 500ms ease"><div><img sizes="100vw" class="img-fluid w-100" srcSet="https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_7-300x169.jpg 300w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_7-768x432.jpg 768w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_7-1024x576.jpg 1024w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_7.jpg" alt="" tabindex="-1" style="width:100%;display:inline-block"/></div></div></div></div></div><button class="prev-click-area block"></button><button class="next-click-area block"></button><div class="hidden md:block arrow-left absolute left-0 top-0 w-1/2 h-full cursor-none"></div><div class="hidden md:block arrow-right absolute right-0 top-0 w-1/2 h-full cursor-none"></div><div class="swiper-pointer absolute top-0 left-0 z-[9999] md:w-[150px] md:h-[150px] pointer-events-none mix-blend-difference text-[#F5FFC9]" style="transform:translate(-75px, -75px)"><svg width="152" height="152" viewBox="0 0 152 152" fill="none" xmlns="http://www.w3.org/2000/svg" class="prev-pointer absolute w-full top-0 left-0 opacity-0"><path d="M76.91 151L2 76.033L76.91 1" stroke="currentColor" stroke-width="1.50006" stroke-miterlimit="10"></path><path d="M2 76.033H151.82" stroke="currentColor" stroke-width="1.50006" stroke-miterlimit="10"></path></svg><svg width="151" height="152" viewBox="0 0 151 152" fill="none" xmlns="http://www.w3.org/2000/svg" class="next-pointer absolute w-full top-0 left-0 opacity-0"><path d="M74.9092 1L149.816 75.97L74.9092 151" stroke="currentColor" stroke-width="1.50006" stroke-miterlimit="10"></path><path d="M149.817 75.9699H0" stroke="currentColor" stroke-width="1.50006" stroke-miterlimit="10"></path></svg></div></div><div class="slide-utilities-wrap content pt-4 body-2"><div class="slide-utilities flex gap-4 justify-between"><div class="min-w-[145px] flex justify-between"><div class="prev-button">Prev</div><div class="next-button">Next</div></div><div class="slide-count text-cement lg:mr-[130px]">1/3</div></div><div class="text-gray mb-[100px] mt-[10px] max-w-[75%] lg:max-w-full lg:mb-[120px] lg:mt-6"></div></div></div><div class="quote-wrapper content pt-4 pb-[130px] body-1"><blockquote class="mb-0 relative max-w-[33ch] xl:max-w-[560px]"><p class="mb-[30px] quote-body heading-h5"><span class="hang-quote">“</span><span>By manipulating different forms within the confines of the word ‘think’, we magnified the concepts of intelligent self-organizing systems.</span>”</p><p class="mb-xs-0">Zeitguised</p></blockquote></div></div></div></section></div><div class="hero "><div class=" "><div class="w-full relative "><img class="w-full " src="https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_26-300x169.jpg" srcSet="https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_26-300x169.jpg 300w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_26-768x432.jpg 768w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_26-1024x576.jpg 1024w, https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_26.jpg" alt=""/></div></div></div><div class="pb-xs-54"></div></div></div></div></main><footer class="athletics-footer bg-black text-white pb-6 pt-6 lg:pt-12 body-1"><div class="content grid grid-cols-2 lg:grid-cols-12"><div class="col-span-2 lg:col-span-6 grid grid-cols-2 lg:grid-cols-6 lg:mb-[96px] mb-[32px]"><div class="col-span-1 lg:col-span-2"></div><div class="lg:col-span-2"></div></div><div class="col-span-6"><h3 class="mb-[1em] lg:mb-12">Sign up for our Newsletter</h3><div class="flex flex-col-reverse relative"><form class="flex flex-col gap-8"><div class="border-b relative has-[:focus]:after:absolute has-[:focus]:after:content-[''] has-[:focus]:after:border-b-[2px] has-[:focus]:after:bottom-0 has-[:focus]:after:left-0 has-[:focus]:after:w-full has-[:focus]:after:border-white border-white flex flex-row gap-4"><label for="EMAIL" class="text-white body-2 flex-shrink-0">Your email, please:</label><input id="EMAIL" type="email" class="bg-black text-white body-2 pb-5 flex-grow focus:bg-black focus:outline-none" value=""/></div><button class="bg-white text-black body-2 py-5 rounded-full hover:w-[95%] w-full transition-all duration-700 ease-out mx-auto">Subscribe</button></form></div></div><div class="order-last lg:order-none col-span-6 body-2 text-metal flex items-end"><p>© Athletics 2024</p></div><div class="mb-4 lg:mb-0 mt-8 col-span-6 body-2 text-metal flex justify-between items-end"></div></div></footer></div><script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"post":{"id":419,"date":"2019-05-03T22:28:26","date_gmt":"2019-05-03T22:28:26","guid":{"rendered":"https://cms.athleticsnyc.com/?post_type=case_study\u0026#038;p=419"},"modified":"2024-11-20T19:45:35","modified_gmt":"2024-11-20T19:45:35","slug":"ibm-think","status":"publish","type":"case_study","link":"https://athleticsnyc.com/work/ibm-think/","title":{"rendered":"IBM Think"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":7,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_page_color_theme":{"background":"var(--wp--preset--color--white)","text":"var(--wp--preset--color--black)"},"footnotes":""},"categories":[20,19,18],"tags":[],"class_list":["post-419","case_study","type-case_study","status-publish","hentry","category-brand-innovation","category-digital-experience","category-brand-identity"],"acf":{"feature_type":"video","featured_image":false,"featured_video":false,"hero_type":"image","hero_video":false,"bottom_padding":false,"hero":{"hero_type":"image","hero_video":false,"hero_image":{"ID":786,"id":786,"title":"Think_Hero","filename":"Think_Hero.jpg","filesize":210144,"url":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Think_Hero.jpg","link":"https://athleticsnyc.com/work/ibm-think/think_hero/","alt":"","author":"11","description":"","caption":"","name":"think_hero","status":"inherit","uploaded_to":419,"date":"2019-08-26 15:44:52","modified":"2019-08-26 15:44:52","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://cms.athleticsnyc.com/wp-includes/images/media/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Think_Hero-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Think_Hero-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Think_Hero-768x432.jpg","medium_large-width":768,"medium_large-height":432,"large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Think_Hero-1024x576.jpg","large-width":1024,"large-height":576,"1536x1536":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Think_Hero.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Think_Hero.jpg","2048x2048-width":1920,"2048x2048-height":1080,"rp4wp-thumbnail-case_study":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Think_Hero.jpg","rp4wp-thumbnail-case_study-width":150,"rp4wp-thumbnail-case_study-height":84}},"hero_vimeo":"https://player.vimeo.com/external/347174642.hd.mp4?s=23b7c3d0f11e6c5940af550851b8d21ae23ed1cb\u0026profile_id=175","has_audio":false},"title":"IBM Think","sub_title":"For the Defiant","roles":"Brand Identity, Physical Environments, Print","partners":"\u003cp\u003eZeitguised, foam Studio, IBM BXD, George P Johnson\u003c/p\u003e\n","text_introduction":{"title":"IBM Think","sub_title":"For the Defiant","roles":"Brand Identity, Physical Environments, Print","partners":"\u003cp\u003eZeitguised, foam Studio, IBM BXD, George P Johnson\u003c/p\u003e\n","introduction_text":"\u003cp\u003e“THINK,” IBM’s corporate mantra, traces back to 1911. \u2028In 2018, to bring this historic mantra to the present day, \u2028IBM folded its existing events into one, vast Think conference in Las Vegas. Athletics drafted a manifesto\u2028for what Think means in the 21st century, and designed \u2028a fluid, experimental brand identity to mark this unprecedented occasion.\u003c/p\u003e\n\u003cp\u003eThe new IBM Think brand identity appeared throughout the Mandalay Bay Hotel conference center in Las Vegas, where the event was held in 2018, and appeared throughout Pier 39 in San Francisco for Think 2019.\u003c/p\u003e\n"},"case_study_modules":[{"acf_fc_layout":"hero_image","hero_type":"image","hero_video":false,"hero_image":{"ID":436,"id":436,"title":"IBM_Think_Posters","filename":"IBM_Think_Posters.jpg","filesize":434019,"url":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/IBM_Think_Posters.jpg","link":"https://athleticsnyc.com/work/ibm-think/ibm_think_posters/","alt":"","author":"11","description":"","caption":"","name":"ibm_think_posters","status":"inherit","uploaded_to":419,"date":"2019-05-03 21:12:46","modified":"2019-05-03 21:12:46","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://cms.athleticsnyc.com/wp-includes/images/media/default.png","width":3600,"height":2025,"sizes":{"thumbnail":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/IBM_Think_Posters-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/IBM_Think_Posters-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/IBM_Think_Posters-768x432.jpg","medium_large-width":768,"medium_large-height":432,"large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/IBM_Think_Posters-1024x576.jpg","large-width":1024,"large-height":576,"1536x1536":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/IBM_Think_Posters.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/IBM_Think_Posters.jpg","2048x2048-width":2048,"2048x2048-height":1152,"rp4wp-thumbnail-case_study":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/IBM_Think_Posters.jpg","rp4wp-thumbnail-case_study-width":150,"rp4wp-thumbnail-case_study-height":84}},"hero_vimeo":"","has_audio":false,"bottom_padding":false,"hero_description":""},{"acf_fc_layout":"hero_image","hero_type":"video","hero_video":false,"hero_image":false,"hero_vimeo":"https://player.vimeo.com/external/347176375.hd.mp4?s=c15be7dd3ecc3d59c1df71a7c0bbc30a6d593f66\u0026profile_id=175","has_audio":false,"bottom_padding":false,"hero_description":""},{"acf_fc_layout":"row_layout","left_column_column_layout":[{"acf_fc_layout":"heading_copy","heading":"Thinking together","copy":"\u003cp\u003e\u003cspan style=\"font-weight: 400;\"\u003eThe \u003c/span\u003e\u003ca href=\"https://www.ibm.com/events/think/\"\u003e\u003cspan style=\"font-weight: 400;\"\u003eIBM Think 2018\u003c/span\u003e\u003c/a\u003e\u003cspan style=\"font-weight: 400;\"\u003e conference held in Las Vegas in 2018, and San Francisco in 2019, brings together inspiring figures from disparate fields for a series of workshops, experiences, networking, talks, and education. It also communicates to the world IBM’s renewed focus on its longtime corporate mantra: \u003c/span\u003e\u003ca href=\"http://www-03.ibm.com/ibm/history/ibm100/us/en/icons/think_culture/\"\u003e\u003cspan style=\"font-weight: 400;\"\u003eThink\u003c/span\u003e\u003c/a\u003e\u003cspan style=\"font-weight: 400;\"\u003e. In late 2017, with this unprecedented event on the horizon, IBM came to Athletics with an unusual creative assignment: explore what Think means in this day and age.\u003c/span\u003e\u003c/p\u003e\n"}],"right_column_column_layout":[{"acf_fc_layout":"hero_image","hero_type":"image","hero_video":false,"hero_image":{"ID":438,"id":438,"title":"Athletics_IBM_Think_Image_27","filename":"Athletics_IBM_Think_Image_27.jpg","filesize":494317,"url":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_27.jpg","link":"https://athleticsnyc.com/work/ibm-think/athletics_ibm_think_image_27/","alt":"","author":"11","description":"","caption":"IBM Think ","name":"athletics_ibm_think_image_27","status":"inherit","uploaded_to":419,"date":"2019-05-03 21:38:54","modified":"2019-05-06 21:01:19","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://cms.athleticsnyc.com/wp-includes/images/media/default.png","width":960,"height":1080,"sizes":{"thumbnail":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_27-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_27-267x300.jpg","medium-width":267,"medium-height":300,"medium_large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_27-768x864.jpg","medium_large-width":768,"medium_large-height":864,"large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_27-910x1024.jpg","large-width":910,"large-height":1024,"1536x1536":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_27.jpg","1536x1536-width":960,"1536x1536-height":1080,"2048x2048":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_27.jpg","2048x2048-width":960,"2048x2048-height":1080,"rp4wp-thumbnail-case_study":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_27.jpg","rp4wp-thumbnail-case_study-width":133,"rp4wp-thumbnail-case_study-height":150}},"hero_vimeo":"","has_audio":false,"bottom_padding":false,"hero_description":""}],"padding_right_col":false},{"acf_fc_layout":"hero_image","hero_type":"video","hero_video":false,"hero_image":false,"hero_vimeo":"https://player.vimeo.com/external/347179035.hd.mp4?s=95500d1c544e4515ddea3994a616fd8a373698f8\u0026profile_id=175","has_audio":false,"bottom_padding":false,"hero_description":""},{"acf_fc_layout":"row_layout","left_column_column_layout":[{"acf_fc_layout":"heading_copy","heading":"Into the archives","copy":"\u003cp class=\"p1\"\u003eAthletics set out to map the philosophical, visual, and experiential possibilities of this deceivingly simple term—think—in the context of an event experience. To start, we sought a firm foundation in the past, visiting the Lubalin Archive at Cooper Union to research the origins of the Think slogan. Leafing through archival event materials, documentation from world fairs, and corporate publications, we absorbed the optimism and excitement of IBM’s historical design and messaging, uncovering the following quote by IBM collaborator Paul Rand, which helped define our working definition of Think:\u003c/p\u003e\n\u003cp class=\"p1\"\u003e“Innovation is the enemy of trendiness, pretense, and timidity. It recognizes the genuine from the spurious. It tantalizes the viewer, stimulates the mind, intensifies meaning, generates interest, and is at the heart of both better design and better business.”\u003c/p\u003e\n"}],"right_column_column_layout":[{"acf_fc_layout":"hero_image","hero_type":"video","hero_video":false,"hero_image":false,"hero_vimeo":"https://player.vimeo.com/external/347178447.hd.mp4?s=c32caa122b1865ec67afb330efa119ac41752df4\u0026profile_id=175","has_audio":false,"bottom_padding":false,"hero_description":""}],"padding_right_col":false},{"acf_fc_layout":"hero_image","hero_type":"image","hero_video":false,"hero_image":{"ID":442,"id":442,"title":"Athletics_IBM_Think_Image_15","filename":"Athletics_IBM_Think_Image_15.jpg","filesize":256642,"url":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_15.jpg","link":"https://athleticsnyc.com/work/ibm-think/athletics_ibm_think_image_15/","alt":"","author":"11","description":"","caption":"","name":"athletics_ibm_think_image_15","status":"inherit","uploaded_to":419,"date":"2019-05-03 21:50:57","modified":"2019-05-03 21:50:57","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://cms.athleticsnyc.com/wp-includes/images/media/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_15-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_15-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_15-768x432.jpg","medium_large-width":768,"medium_large-height":432,"large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_15-1024x576.jpg","large-width":1024,"large-height":576,"1536x1536":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_15.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_15.jpg","2048x2048-width":1920,"2048x2048-height":1080,"rp4wp-thumbnail-case_study":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_15.jpg","rp4wp-thumbnail-case_study-width":150,"rp4wp-thumbnail-case_study-height":84}},"hero_vimeo":"","has_audio":false,"bottom_padding":false,"hero_description":""},{"acf_fc_layout":"row_layout","left_column_column_layout":[{"acf_fc_layout":"heading_copy","heading":"Anatomy of a thinker","copy":"\u003cp\u003eOur designers and writers then explored ways to bring Think to life in 2018. Inspired by ideas like emotional intelligence and “time as currency,” we curated a theoretical set of people, experiences, and places to help crystallize how the upcoming conference might break the mold. We designed a grid system and language structure which creatively employ two versions of Plex—IBM’s new official font—to reflect the dichotomy between humanity and technology. And we penned the Think manifesto, as well as profiles of a “thinker” and a “thought.”\u003c/p\u003e\n"}],"right_column_column_layout":[{"acf_fc_layout":"slideshow","bottom_padding":false,"autoplay":true,"images":[{"ID":451,"id":451,"title":"STRAIGHTAthletics_IBM_Think_Image_5","filename":"STRAIGHTAthletics_IBM_Think_Image_5.jpg","filesize":100589,"url":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTAthletics_IBM_Think_Image_5.jpg","link":"https://athleticsnyc.com/work/ibm-think/straightathletics_ibm_think_image_5/","alt":"","author":"11","description":"","caption":"","name":"straightathletics_ibm_think_image_5","status":"inherit","uploaded_to":419,"date":"2019-05-06 15:26:46","modified":"2019-05-06 15:27:21","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://cms.athleticsnyc.com/wp-includes/images/media/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTAthletics_IBM_Think_Image_5-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTAthletics_IBM_Think_Image_5-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTAthletics_IBM_Think_Image_5-768x432.jpg","medium_large-width":768,"medium_large-height":432,"large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTAthletics_IBM_Think_Image_5-1024x576.jpg","large-width":1024,"large-height":576,"1536x1536":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTAthletics_IBM_Think_Image_5.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTAthletics_IBM_Think_Image_5.jpg","2048x2048-width":1920,"2048x2048-height":1080,"rp4wp-thumbnail-case_study":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTAthletics_IBM_Think_Image_5.jpg","rp4wp-thumbnail-case_study-width":150,"rp4wp-thumbnail-case_study-height":84}},{"ID":452,"id":452,"title":"STRAIGHTThink_Master","filename":"STRAIGHTThink_Master.jpg","filesize":378904,"url":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTThink_Master.jpg","link":"https://athleticsnyc.com/work/ibm-think/straightthink_master/","alt":"","author":"11","description":"","caption":"","name":"straightthink_master","status":"inherit","uploaded_to":419,"date":"2019-05-06 15:26:48","modified":"2019-05-06 15:26:48","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://cms.athleticsnyc.com/wp-includes/images/media/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTThink_Master-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTThink_Master-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTThink_Master-768x432.jpg","medium_large-width":768,"medium_large-height":432,"large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTThink_Master-1024x576.jpg","large-width":1024,"large-height":576,"1536x1536":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTThink_Master.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTThink_Master.jpg","2048x2048-width":1920,"2048x2048-height":1080,"rp4wp-thumbnail-case_study":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/STRAIGHTThink_Master.jpg","rp4wp-thumbnail-case_study-width":150,"rp4wp-thumbnail-case_study-height":84}}],"title":"","description":""},{"acf_fc_layout":"quote","remove_quotations":false,"quote":"True innovation lies at that rich intersection between people and products, design and business, intelligence and emotion, art and science, humanity and technology.","attribution":"Michelle Poluso, Chief Marketing Officer, IBM","attribution_link":""}],"padding_right_col":false},{"acf_fc_layout":"hero_image","hero_type":"video","hero_video":false,"hero_image":false,"hero_vimeo":"https://player.vimeo.com/external/347179265.hd.mp4?s=7eea57e4a9a11170234e77ece893bd0b00906386\u0026profile_id=175","has_audio":false,"bottom_padding":false,"hero_description":""},{"acf_fc_layout":"row_layout","left_column_column_layout":[{"acf_fc_layout":"heading_copy","heading":"Watching words move","copy":"\u003cp class=\"p1\"\u003eAfter this exploratory phase, we partnered with Zeitguised, a Berlin-based 3D and motion graphics firm, to render a series of creative interpretations of the Think wordmark. The Think manifesto was translated into a script read by Michelle Peluso in a brief video announcement of the event. And with a series of visually rich motion studies and renderings, we formalized a new Think identity in guidelines that are currently being rolled out.\u003c/p\u003e\n"}],"right_column_column_layout":[{"acf_fc_layout":"slideshow","bottom_padding":false,"autoplay":true,"images":[{"ID":453,"id":453,"title":"ISO_Think_Master","filename":"ISO_Think_Master.jpg","filesize":362198,"url":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISO_Think_Master.jpg","link":"https://athleticsnyc.com/work/ibm-think/iso_think_master/","alt":"","author":"11","description":"","caption":"","name":"iso_think_master","status":"inherit","uploaded_to":419,"date":"2019-05-06 15:28:41","modified":"2019-05-06 15:28:48","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://cms.athleticsnyc.com/wp-includes/images/media/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISO_Think_Master-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISO_Think_Master-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISO_Think_Master-768x432.jpg","medium_large-width":768,"medium_large-height":432,"large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISO_Think_Master-1024x576.jpg","large-width":1024,"large-height":576,"1536x1536":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISO_Think_Master.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISO_Think_Master.jpg","2048x2048-width":1920,"2048x2048-height":1080,"rp4wp-thumbnail-case_study":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISO_Think_Master.jpg","rp4wp-thumbnail-case_study-width":150,"rp4wp-thumbnail-case_study-height":84}},{"ID":454,"id":454,"title":"ISOAthletics_IBM_Think_Image_6","filename":"ISOAthletics_IBM_Think_Image_6.jpg","filesize":84866,"url":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_6.jpg","link":"https://athleticsnyc.com/work/ibm-think/isoathletics_ibm_think_image_6/","alt":"","author":"11","description":"","caption":"","name":"isoathletics_ibm_think_image_6","status":"inherit","uploaded_to":419,"date":"2019-05-06 15:28:43","modified":"2019-05-06 15:28:43","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://cms.athleticsnyc.com/wp-includes/images/media/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_6-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_6-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_6-768x432.jpg","medium_large-width":768,"medium_large-height":432,"large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_6-1024x576.jpg","large-width":1024,"large-height":576,"1536x1536":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_6.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_6.jpg","2048x2048-width":1920,"2048x2048-height":1080,"rp4wp-thumbnail-case_study":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_6.jpg","rp4wp-thumbnail-case_study-width":150,"rp4wp-thumbnail-case_study-height":84}},{"ID":455,"id":455,"title":"ISOAthletics_IBM_Think_Image_7","filename":"ISOAthletics_IBM_Think_Image_7.jpg","filesize":106353,"url":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_7.jpg","link":"https://athleticsnyc.com/work/ibm-think/isoathletics_ibm_think_image_7/","alt":"","author":"11","description":"","caption":"","name":"isoathletics_ibm_think_image_7","status":"inherit","uploaded_to":419,"date":"2019-05-06 15:28:45","modified":"2019-05-06 15:28:45","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://cms.athleticsnyc.com/wp-includes/images/media/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_7-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_7-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_7-768x432.jpg","medium_large-width":768,"medium_large-height":432,"large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_7-1024x576.jpg","large-width":1024,"large-height":576,"1536x1536":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_7.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_7.jpg","2048x2048-width":1920,"2048x2048-height":1080,"rp4wp-thumbnail-case_study":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/ISOAthletics_IBM_Think_Image_7.jpg","rp4wp-thumbnail-case_study-width":150,"rp4wp-thumbnail-case_study-height":84}}],"title":"","description":""},{"acf_fc_layout":"quote","remove_quotations":false,"quote":"By manipulating different forms within the confines of the word ‘think’, we magnified the concepts of intelligent self-organizing systems.","attribution":"Zeitguised","attribution_link":""}],"padding_right_col":false},{"acf_fc_layout":"hero_image","hero_type":"image","hero_video":false,"hero_image":{"ID":446,"id":446,"title":"Athletics_IBM_Think_Image_26","filename":"Athletics_IBM_Think_Image_26.jpg","filesize":1100431,"url":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_26.jpg","link":"https://athleticsnyc.com/work/ibm-think/athletics_ibm_think_image_26/","alt":"","author":"11","description":"","caption":"","name":"athletics_ibm_think_image_26","status":"inherit","uploaded_to":419,"date":"2019-05-03 22:28:04","modified":"2019-05-03 22:28:04","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://cms.athleticsnyc.com/wp-includes/images/media/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_26-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_26-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_26-768x432.jpg","medium_large-width":768,"medium_large-height":432,"large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_26-1024x576.jpg","large-width":1024,"large-height":576,"1536x1536":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_26.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_26.jpg","2048x2048-width":1920,"2048x2048-height":1080,"rp4wp-thumbnail-case_study":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM_Think_Image_26.jpg","rp4wp-thumbnail-case_study-width":150,"rp4wp-thumbnail-case_study-height":84}},"hero_vimeo":"","has_audio":false,"bottom_padding":false,"hero_description":""}],"work_lander_image":{"ID":697,"id":697,"title":"Desktop","filename":"Desktop-1.jpg","filesize":385785,"url":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Desktop-1.jpg","link":"https://athleticsnyc.com/work/ibm-think/desktop-5/","alt":"","author":"11","description":"","caption":"","name":"desktop-5","status":"inherit","uploaded_to":419,"date":"2019-07-12 20:59:40","modified":"2019-07-12 20:59:40","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://cms.athleticsnyc.com/wp-includes/images/media/default.png","width":3007,"height":1691,"sizes":{"thumbnail":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Desktop-1-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Desktop-1-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Desktop-1-768x432.jpg","medium_large-width":768,"medium_large-height":432,"large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Desktop-1-1024x576.jpg","large-width":1024,"large-height":576,"1536x1536":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Desktop-1.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Desktop-1.jpg","2048x2048-width":2048,"2048x2048-height":1152,"rp4wp-thumbnail-case_study":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Desktop-1.jpg","rp4wp-thumbnail-case_study-width":150,"rp4wp-thumbnail-case_study-height":84}},"work_lander_image_square":{"ID":698,"id":698,"title":"Vertical Desktop","filename":"Vertical-Desktop-2.jpg","filesize":473175,"url":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Vertical-Desktop-2.jpg","link":"https://athleticsnyc.com/work/ibm-think/vertical-desktop-8/","alt":"","author":"11","description":"","caption":"","name":"vertical-desktop-8","status":"inherit","uploaded_to":419,"date":"2019-07-12 20:59:55","modified":"2019-07-12 20:59:55","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://cms.athleticsnyc.com/wp-includes/images/media/default.png","width":1486,"height":1671,"sizes":{"thumbnail":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Vertical-Desktop-2-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Vertical-Desktop-2-267x300.jpg","medium-width":267,"medium-height":300,"medium_large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Vertical-Desktop-2-768x864.jpg","medium_large-width":768,"medium_large-height":864,"large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Vertical-Desktop-2-911x1024.jpg","large-width":911,"large-height":1024,"1536x1536":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Vertical-Desktop-2.jpg","1536x1536-width":1366,"1536x1536-height":1536,"2048x2048":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Vertical-Desktop-2.jpg","2048x2048-width":1486,"2048x2048-height":1671,"rp4wp-thumbnail-case_study":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Vertical-Desktop-2.jpg","rp4wp-thumbnail-case_study-width":133,"rp4wp-thumbnail-case_study-height":150}},"custom_background_color":"","text_color":"#000000","hero_vimeo":"https://player.vimeo.com/external/347174642.hd.mp4?s=23b7c3d0f11e6c5940af550851b8d21ae23ed1cb\u0026profile_id=175","featured_vimeo":"https://player.vimeo.com/external/356745422.hd.mp4?s=dae1359d82d31306665b6a3284e8df4f896e2ae1\u0026profile_id=175","mobile_feature_type":"video","mobile_featured_vimeo":"https://player.vimeo.com/external/356745422.hd.mp4?s=dae1359d82d31306665b6a3284e8df4f896e2ae1\u0026profile_id=175","hero_image":{"ID":786,"id":786,"title":"Think_Hero","filename":"Think_Hero.jpg","filesize":210144,"url":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Think_Hero.jpg","link":"https://athleticsnyc.com/work/ibm-think/think_hero/","alt":"","author":"11","description":"","caption":"","name":"think_hero","status":"inherit","uploaded_to":419,"date":"2019-08-26 15:44:52","modified":"2019-08-26 15:44:52","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://cms.athleticsnyc.com/wp-includes/images/media/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Think_Hero-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Think_Hero-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Think_Hero-768x432.jpg","medium_large-width":768,"medium_large-height":432,"large":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Think_Hero-1024x576.jpg","large-width":1024,"large-height":576,"1536x1536":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Think_Hero.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Think_Hero.jpg","2048x2048-width":1920,"2048x2048-height":1080,"rp4wp-thumbnail-case_study":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Think_Hero.jpg","rp4wp-thumbnail-case_study-width":150,"rp4wp-thumbnail-case_study-height":84}},"mobile_text_color":"white","desktop_text_color":"white","introduction_text":"\u003cp\u003e“THINK,” IBM’s corporate mantra, traces back to 1911. \u2028In 2018, to bring this historic mantra to the present day, \u2028IBM folded its existing events into one, vast Think conference in Las Vegas. Athletics drafted a manifesto\u2028for what Think means in the 21st century, and designed \u2028a fluid, experimental brand identity to mark this unprecedented occasion.\u003c/p\u003e\n\u003cp\u003eThe new IBM Think brand identity appeared throughout the Mandalay Bay Hotel conference center in Las Vegas, where the event was held in 2018, and appeared throughout Pier 39 in San Francisco for Think 2019.\u003c/p\u003e\n","logo_svg":"https://cms.athleticsnyc.com/wp-content/uploads/2024/08/ibm.svg","link":""},"yoast_head":"\u003c!-- This site is optimized with the Yoast SEO Premium plugin v22.2 (Yoast SEO v23.0) - https://yoast.com/wordpress/plugins/seo/ --\u003e\n\u003ctitle\u003eIBM Think - Athletics\u003c/title\u003e\n\u003cmeta name=\"description\" content=\"Starting with a manifesto about what \u0026quot;Think\u0026quot; means in the 21st century, Athletics designed an immersive brand identity for this unprecedented IBM event.\" /\u003e\n\u003cmeta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" /\u003e\n\u003clink rel=\"canonical\" href=\"https://athleticsnyc.com/work/ibm-think/\" /\u003e\n\u003cmeta property=\"og:locale\" content=\"en_US\" /\u003e\n\u003cmeta property=\"og:type\" content=\"article\" /\u003e\n\u003cmeta property=\"og:title\" content=\"IBM Think\" /\u003e\n\u003cmeta property=\"og:description\" content=\"Starting with a manifesto about what \u0026quot;Think\u0026quot; means in the 21st century, Athletics designed an immersive brand identity for this unprecedented IBM event.\" /\u003e\n\u003cmeta property=\"og:url\" content=\"https://athleticsnyc.com/work/ibm-think/\" /\u003e\n\u003cmeta property=\"og:site_name\" content=\"Athletics\" /\u003e\n\u003cmeta property=\"article:publisher\" content=\"https://www.facebook.com/athleticsnyc\" /\u003e\n\u003cmeta property=\"article:modified_time\" content=\"2024-11-20T19:45:35+00:00\" /\u003e\n\u003cmeta property=\"og:image\" content=\"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM-Think_Facebook.jpg\" /\u003e\n\t\u003cmeta property=\"og:image:width\" content=\"1200\" /\u003e\n\t\u003cmeta property=\"og:image:height\" content=\"630\" /\u003e\n\t\u003cmeta property=\"og:image:type\" content=\"image/jpeg\" /\u003e\n\u003cmeta name=\"twitter:card\" content=\"summary_large_image\" /\u003e\n\u003cmeta name=\"twitter:image\" content=\"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM-Think_Twitter.jpg\" /\u003e\n\u003cmeta name=\"twitter:site\" content=\"@athleticsnyc\" /\u003e\n\u003cscript type=\"application/ld+json\" class=\"yoast-schema-graph\"\u003e{\"@context\":\"https://schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https://athleticsnyc.com/work/ibm-think/\",\"url\":\"https://athleticsnyc.com/work/ibm-think/\",\"name\":\"IBM Think - Athletics\",\"isPartOf\":{\"@id\":\"https://cms.athleticsnyc.com/#website\"},\"datePublished\":\"2019-05-03T22:28:26+00:00\",\"dateModified\":\"2024-11-20T19:45:35+00:00\",\"description\":\"Starting with a manifesto about what \\\"Think\\\" means in the 21st century, Athletics designed an immersive brand identity for this unprecedented IBM event.\",\"breadcrumb\":{\"@id\":\"https://athleticsnyc.com/work/ibm-think/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https://athleticsnyc.com/work/ibm-think/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https://athleticsnyc.com/work/ibm-think/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https://cms.athleticsnyc.com/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"IBM Think\"}]},{\"@type\":\"WebSite\",\"@id\":\"https://cms.athleticsnyc.com/#website\",\"url\":\"https://cms.athleticsnyc.com/\",\"name\":\"Athletics\",\"description\":\"Just another (headless) WordPress site by your friends at Postlight\",\"publisher\":{\"@id\":\"https://cms.athleticsnyc.com/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https://cms.athleticsnyc.com/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https://cms.athleticsnyc.com/#organization\",\"name\":\"Athletics\",\"url\":\"https://cms.athleticsnyc.com/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https://cms.athleticsnyc.com/#/schema/logo/image/\",\"url\":\"https://cms.athleticsnyc.com/wp-content/uploads/2019/11/athletics_avatar-2.0.png\",\"contentUrl\":\"https://cms.athleticsnyc.com/wp-content/uploads/2019/11/athletics_avatar-2.0.png\",\"width\":1000,\"height\":1000,\"caption\":\"Athletics\"},\"image\":{\"@id\":\"https://cms.athleticsnyc.com/#/schema/logo/image/\"},\"sameAs\":[\"https://www.facebook.com/athleticsnyc\",\"https://x.com/athleticsnyc\",\"https://www.instagram.com/athleticsnyc/\",\"https://www.linkedin.com/company/athletics/\"]}]}\u003c/script\u003e\n\u003c!-- / Yoast SEO Premium plugin. --\u003e","yoast_head_json":{"title":"IBM Think - Athletics","description":"Starting with a manifesto about what \"Think\" means in the 21st century, Athletics designed an immersive brand identity for this unprecedented IBM event.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https://athleticsnyc.com/work/ibm-think/","og_locale":"en_US","og_type":"article","og_title":"IBM Think","og_description":"Starting with a manifesto about what \"Think\" means in the 21st century, Athletics designed an immersive brand identity for this unprecedented IBM event.","og_url":"https://athleticsnyc.com/work/ibm-think/","og_site_name":"Athletics","article_publisher":"https://www.facebook.com/athleticsnyc","article_modified_time":"2024-11-20T19:45:35+00:00","og_image":[{"width":1200,"height":630,"url":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM-Think_Facebook.jpg","type":"image/jpeg"}],"twitter_card":"summary_large_image","twitter_image":"https://cms.athleticsnyc.com/wp-content/uploads/2019/05/Athletics_IBM-Think_Twitter.jpg","twitter_site":"@athleticsnyc","schema":{"@context":"https://schema.org","@graph":[{"@type":"WebPage","@id":"https://athleticsnyc.com/work/ibm-think/","url":"https://athleticsnyc.com/work/ibm-think/","name":"IBM Think - Athletics","isPartOf":{"@id":"https://cms.athleticsnyc.com/#website"},"datePublished":"2019-05-03T22:28:26+00:00","dateModified":"2024-11-20T19:45:35+00:00","description":"Starting with a manifesto about what \"Think\" means in the 21st century, Athletics designed an immersive brand identity for this unprecedented IBM event.","breadcrumb":{"@id":"https://athleticsnyc.com/work/ibm-think/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https://athleticsnyc.com/work/ibm-think/"]}]},{"@type":"BreadcrumbList","@id":"https://athleticsnyc.com/work/ibm-think/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https://cms.athleticsnyc.com/"},{"@type":"ListItem","position":2,"name":"IBM Think"}]},{"@type":"WebSite","@id":"https://cms.athleticsnyc.com/#website","url":"https://cms.athleticsnyc.com/","name":"Athletics","description":"Just another (headless) WordPress site by your friends at Postlight","publisher":{"@id":"https://cms.athleticsnyc.com/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https://cms.athleticsnyc.com/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https://cms.athleticsnyc.com/#organization","name":"Athletics","url":"https://cms.athleticsnyc.com/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https://cms.athleticsnyc.com/#/schema/logo/image/","url":"https://cms.athleticsnyc.com/wp-content/uploads/2019/11/athletics_avatar-2.0.png","contentUrl":"https://cms.athleticsnyc.com/wp-content/uploads/2019/11/athletics_avatar-2.0.png","width":1000,"height":1000,"caption":"Athletics"},"image":{"@id":"https://cms.athleticsnyc.com/#/schema/logo/image/"},"sameAs":["https://www.facebook.com/athleticsnyc","https://x.com/athleticsnyc","https://www.instagram.com/athleticsnyc/","https://www.linkedin.com/company/athletics/"]}]}},"related_posts":[{"ID":615,"post_author":"16","post_date":"2019-07-10 13:50:42","post_date_gmt":"2019-07-10 13:50:42","post_content":"","post_title":"IBM Watson","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ibm-watson","to_ping":"","pinged":"","post_modified":"2024-11-20 19:52:56","post_modified_gmt":"2024-11-20 19:52:56","post_content_filtered":"","post_parent":0,"guid":"https://cms.athleticsnyc.com/?post_type=case_study\u0026#038;p=615","menu_order":0,"post_type":"case_study","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":595,"post_author":"16","post_date":"2019-07-08 20:18:13","post_date_gmt":"2019-07-08 20:18:13","post_content":"","post_title":"IBM Cloud","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ibm-cloud","to_ping":"","pinged":"","post_modified":"2024-11-20 19:53:33","post_modified_gmt":"2024-11-20 19:53:33","post_content_filtered":"","post_parent":0,"guid":"https://cms.athleticsnyc.com/?post_type=case_study\u0026#038;p=595","menu_order":0,"post_type":"case_study","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":264,"post_author":"16","post_date":"2019-04-08 17:02:06","post_date_gmt":"2019-04-08 17:02:06","post_content":"","post_title":"IBM Blockchain","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ibm-blockchain","to_ping":"","pinged":"","post_modified":"2024-11-20 19:54:16","post_modified_gmt":"2024-11-20 19:54:16","post_content_filtered":"","post_parent":0,"guid":"https://cms.athleticsnyc.com/?post_type=case_study\u0026#038;p=264","menu_order":0,"post_type":"case_study","post_mime_type":"","comment_count":"0","filter":"raw"}],"_links":{"self":[{"href":"https://cms.athleticsnyc.com/wp-json/wp/v2/case_study/419"}],"collection":[{"href":"https://cms.athleticsnyc.com/wp-json/wp/v2/posts"}],"about":[{"href":"https://cms.athleticsnyc.com/wp-json/wp/v2/types/post"}],"wp:attachment":[{"href":"https://cms.athleticsnyc.com/wp-json/wp/v2/media?parent=419"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https://cms.athleticsnyc.com/wp-json/wp/v2/categories?post=419"}],"curies":[{"name":"wp","href":"https://api.w.org/{rel}","templated":true}]}},"options":{"news_lander_title":"","newsletter_confirmation_message":"Thanks for subscribing to the Athletics Quarterly newsletter!","newsletter_copy":"Subscribe to the Athletics Quarterly Newsletter. Our roundup of recent conversations, inspirations, and creations.","newsletter_form_cta":"","newsletter_form_placeholder":"","newsletter_form_url":"//athleticsnyc.us20.list-manage.com/subscribe/post?u=fdd9d53a899963a89bb572fac\u0026amp;id=1f5c17ce1e"},"menus":{"mainMenu":{"__typename":"RootQueryToMenuItemConnection","nodes":[{"__typename":"MenuItem","id":"cG9zdDo0NjE2","path":"/work","label":"Work"},{"__typename":"MenuItem","id":"cG9zdDo0MzYy","path":"/about/","label":"About"},{"__typename":"MenuItem","id":"cG9zdDo0MzYw","path":"/approach/","label":"Approach"},{"__typename":"MenuItem","id":"cG9zdDo0MzU5","path":"/careers/","label":"Careers"},{"__typename":"MenuItem","id":"cG9zdDo0Njc1","path":"/contact/","label":"Contact"}]},"footerMenu":{"__typename":"RootQueryToMenuItemConnection","nodes":[{"__typename":"MenuItem","id":"cG9zdDo0MzQy","path":"/work/","label":"Work"},{"__typename":"MenuItem","id":"cG9zdDo0MzQz","path":"/about/","label":"About"},{"__typename":"MenuItem","id":"cG9zdDo0MzQ1","path":"/approach/","label":"Approach"},{"__typename":"MenuItem","id":"cG9zdDo0MzQ4","path":"/careers/","label":"Careers"},{"__typename":"MenuItem","id":"cG9zdDo0MzQ2","path":"/news/","label":"News"},{"__typename":"MenuItem","id":"cG9zdDo0ODAz","path":"/contact/","label":"Contact"}]},"socialMenu":{"__typename":"RootQueryToMenuItemConnection","nodes":[{"__typename":"MenuItem","id":"cG9zdDo0MzQw","path":"https://www.instagram.com/athleticsnyc/","label":"Instagram"},{"__typename":"MenuItem","id":"cG9zdDo0MzQx","path":"https://www.linkedin.com/company/athletics/mycompany/","label":"LinkedIn"},{"__typename":"MenuItem","id":"cG9zdDo0ODA0","path":"https://www.are.na/athletics/index","label":"Are.na"}]},"legalMenu":{"__typename":"RootQueryToMenuItemConnection","nodes":[{"__typename":"MenuItem","id":"cG9zdDo0MzUw","path":"/privacy-policy/","label":"Privacy Policy"},{"__typename":"MenuItem","id":"cG9zdDo0MzQ5","path":"/cookie-policy/","label":"Cookie Policy"}]}}},"__N_SSG":true},"page":"/work/[slug]","query":{"slug":"ibm-think"},"buildId":"1-JpLczZJ0q2hCRkf3FJg","isFallback":false,"isExperimentalCompile":false,"gsp":true,"locale":"en","locales":["en"],"defaultLocale":"en","scriptLoader":[]}</script></body></html>