Overview
StoryWorks was a new design agency created within IBM Australia. Their goal was to demonstrate the power of strong storytelling and how it can create impactful connections and build delightful experiences.. They prided themselves for thinking outside the box, engaging clients and teams with innovative user experiences using interdisciplinary methods of design throughout their end to end projects.
My role
I was the UX Designer and Visual Designer for this project. My responsibilities included:
Defining brand identity
Logo usage
Colour palette
Iconography and graphics
Design layouts
Application examples
Research
The team collaboration and diversity of skills was one of the many key strengths StoryWorks had as a team within their services. They had unique skillsets and personalities which allowed them to create unique and interesting experiences for clients. It was these qualities that made them exciting to work with. Their qualities were marked as such:
Collaborative
Human-centred
Innovative and Curious
Fun and welcoming
With these qualities I included the team itself as part of their brand, and began incorporating them within their style guide
The Brand
This team was built to stand out, question the status quo and push design to its full potential. They paid homage to the Wild Ducks of IBM, incorporating decades of history of the companies design into their own ethos. In collaboration with the team, the logo was created transforming the S and W of StoryWorks, to represent IBM's Wild Ducks, forming a crown
With emphasis on diversity, inclusivity and equality, it was pivotal for the team to pay respect to First Nations communities. In collaboration, we have incorporated Dharug, Australian Aboriginal language that was traditionally spoken in the Sydney region, within the teams ethos and defining iconography and symbols
The Product Result
The team were excited to use this branding style guide as part of their launch. This was to become the basis for their marketing campaigns and the launch of the teams brand and services. The style guide left room for future iterations which would allow their young brand to grow within the company
