IBM’s $34 billion acquisition of open source cloud computing firm Red Hat is a big deal. Although IBM bought Red Hat, it’s positioned as a complementary partnership, benefitting both companies and their customers. To announce this partnership, a bold blue/red graphic identity was developed, with short, interlocking headlines highlighting the complementary strengths of IBM and Red Hat (“smart is open. open is smart.”) For the initial launch, we took over Times Square and other OOH locations, and ads were placed in national newspapers and on podcasts.

IBM’s $34 billion acquisition of open source cloud computing firm Red Hat is a big deal. Although IBM bought Red Hat, it’s positioned as a complementary partnership, benefitting both companies and their customers. To announce this partnership, a bold blue/red graphic identity was developed, with short, interlocking headlines highlighting the complementary strengths of IBM and Red Hat (“smart is open. open is smart.”) For the initial launch, we took over Times Square and other OOH locations, and ads were placed in national newspapers and on podcasts.

IBM’s $34 billion acquisition of open source cloud computing firm Red Hat is a big deal. Although IBM bought Red Hat, it’s positioned as a complementary partnership, benefitting both companies and their customers. To announce this partnership, a bold blue/red graphic identity was developed, with short, interlocking headlines highlighting the complementary strengths of IBM and Red Hat (“smart is open. open is smart.”) For the initial launch, we took over Times Square and other OOH locations, and ads were placed in national newspapers and on podcasts.

IBM’s $34 billion acquisition of open source cloud computing firm Red Hat is a big deal. Although IBM bought Red Hat, it’s positioned as a complementary partnership, benefitting both companies and their customers. To announce this partnership, a bold blue/red graphic identity was developed, with short, interlocking headlines highlighting the complementary strengths of IBM and Red Hat (“smart is open. open is smart.”) For the initial launch, we took over Times Square and other OOH locations, and ads were placed in national newspapers and on podcasts.

IBM’s $34 billion acquisition of open source cloud computing firm Red Hat is a big deal. Although IBM bought Red Hat, it’s positioned as a complementary partnership, benefitting both companies and their customers. To announce this partnership, a bold blue/red graphic identity was developed, with short, interlocking headlines highlighting the complementary strengths of IBM and Red Hat (“smart is open. open is smart.”) For the initial launch, we took over Times Square and other OOH locations, and ads were placed in national newspapers and on podcasts.

Client: IBM

Creative Direction:

Jones Krahl, Milton Correa,

Jon Wagner and Dustin Duke

Art Direction: Marianna von Fedak

Print, OOH, digital, social

Client: IBM

Creative Direction:

Jones Krahl, Milton Correa,

Jon Wagner and Dustin Duke

Art Direction: Marianna von Fedak

Print, OOH, digital, social

Client: IBM

Creative Direction:

Jones Krahl, Milton Correa,

Jon Wagner and Dustin Duke

Art Direction Marianna von Fedak

Print, OOH, digital, social

Client: IBM

Creative Direction:

Jones Krahl, Milton Correa,

Jon Wagner and Dustin Duke

Art Direction: Marianna von Fedak

Print, OOH, digital, social

Client: IBM

Creative Direction:

Jones Krahl, Milton Correa,

Jon Wagner and Dustin Duke

Art Direction Marianna von Fedak

Print, OOH, digital, social