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One of the most diversified challenges we've tackled was for the release of IBM's Watson supercomputer. IBM's agency of record asked us to create the logo identity, hero avatar and information graphics to coincide with the release of this groundbreaking artificial intelligence. We love these kinds of projects because they allow us to draw upon the wide range of skills we offer here at the studio. The first facet in crafting this identity was to create a logo type that would be used to brand WATSON across all media types. IBM requested that the name WATSON (after Thomas J. Watson Sr., and Thomas Watson Jr., the first and second CEO's of IBM, spanning nearly 75 years) be locked up with the legendary IBM 8-Bar logo designed by Paul Rand. This made us nervous to say the least. It was our top priority to create a logo lock-up that was complimentary of Rand's mark, yet pushed WATSON to the forefront for the purposes of the launch campaign. The solution was simple. WATSON was set inline with IBM and adhered to its established dimensions and spacing. The second challenge was to develop a hero avatar which would become the face of WATSON in all media and advertising communications. In addition to being prominently featured on IBM's home page, it ran serval times in print campaigns worldwide. The last challenge was to create a series of information graphics that helped explain how WATSON works.