: white by FIELD.IO

“Every day, we produce two and a half quintillion bytes of data. It is the raw material of our digital society, the most powerful natural resource on earth.

But all the data in the world means nothing if we can’t refine it, trust it and transform it into insight. To see patterns, to anticipate change and give us the confidence to act.”

: IBM think19 Generation abstract negative space 1 HD by FIELD.IO
: IBM think19 Generation abstract negative space 3 HD by FIELD.IO

As visual identity for the AI + Data campus at IBM’s Think conference, Generation is inspired by the vast quantities of information processed by the powerful systems of IBM Watson. Millions of data points, at first seemingly uncontrollable, until patterns, structure and insight emerges.

: IBM think19 Generation abstract negative space 2 HD by FIELD.IO
: IBM x Field Generation Full Wordmark by FIELD.IO
As part of content produced for Think 2019, IBM created a number of case studies to showcase how their technologies are enabling business growth.
Acting on Insight looks at how businesses are using AI, alongside greater understanding of their data, to improve customer service, provide security in the food supply chain and react to natural disasters.


Artwork by


Commissioned by


In Collaboration With

IBM Brand Experience and Design

Creative Direction

Marcus Wendt

Design & Animation

Dan Hoopert, Fernando Magalhães

Executive Production

Xavier Boivin, Norra Abdul Rahim


Alice Shaughnessy, Joe Smith