IBM Blockchain, a founding member of The Hyperledger Consortium, was deeply invested in new blockchain enterprise solutions and networks. The promise of the nascent technology was innumerable — it establishes a new foundation of trust that has the potential to revolutionize supply chain management, financial services, and many other industries.
But IBM had to overcome an industry problem: only ‘blockchainers’ spoke in their deep-tech language. This alienated a large population of business decision-makers who were excited about blockchain, but didn’t really know what it actually was.
We worked with IBM Blockchain to develop a Quest and narrative platform that married the power and scale of IBM with the possibilities of blockchain.
Quest: Collective truth
The narrative platform, “What problems can we solve together?” came from a controversial driving insight. Rather than talking about the technology, IBM would start talking about its exponential benefit for collective industries, organizations, and individuals.
We interviewed IBM team members, consortium stakeholders, and industry leaders about their understanding of Blockchain. From these conversations, and additional research, we developed a new identity that positioned them as the market leader.
We concepted marketing and experience innovations that tangibly brought the IBM Blockchain brand to life for consumers and created a framework that accounted for future offerings, not just current products.
We concepted pop-up retail stores that exclusively featured blockchain-certified items, allowing people to view the stories behind each item.
We created a series of short documentaries about the supply chain of food, fashion, and conflict diamonds in order to show the important work agents are doing with IBM Blockchain.
We developed an IBM Blockchain certification that could be stamped onto packaging. This allows consumers to trace food’s journey via blockchain.
We concepted an app that enables business leaders to use blockchain for the first time. The app allowed users to share and sign contracts in minutes, showing how quickly a user can get blockchain up and running.
We concepted a digital hub for developers to connect with, learn from, and contribute to the blockchain community. The app enabled developers to participate in open-source projects using tools they were already using.
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