IBMWATSON
AI OPENSCALE
PRODUCT LAUNCH
THE CHALLENGE
Launching IBM Watson OpenScale (AIOS) meant introducing a highly technical AI product to enterprise customers in a way that felt clear, trustworthy, and easy to understand. We needed to build a consistent product design, brand and marketing system that covered everything—from messaging and visuals to the overall product experience within the dashboard—so we could explain sophisticated, often abstract AI capabilities in a straightforward, credible way across channels like the launch webpage, explainer videos, and sales materials, all while staying true to IBM Watson’s global brand standards.
RESULTS
• Led global creative strategy for IBM Watson AI OpenScale launch, driving 40% brand recall lift and $250M+ in influenced pipeline.
• Delivered 100+ integrated assets across 12 markets, achieving 95% on-time delivery and 4.8/5 stakeholder satisfaction.
• Generated 2,000+ qualified enterprise leads, 500+ trial activations, and 60% trial conversion rate in launch quarter.
ROLE
Defined and executed GTM strategy with cross-functional teams, simplifying a complex AI value proposition for enterprise buyers. Led messaging, visual system, and marketing asset production for launch, including web, video, and sales enablement materials. As lead Creative Director, I guided the product, brand and marketing approach for launch, working closely with product teams to make sure the experience and storytelling felt clear and consistent. I oversaw everything from visual identity and messaging to the design of the launch webpage, explanatory illustrations, and explainer videos. I also provided feedback on the product experience itself, helping ensure it expressed IBM’s brand values and promise of explainable AI.
METHODOLOGY
We started with strategy sessions to dig into the product’s core capabilities, customer needs, and use cases. From there, I led creative direction to turn those insights into a clear visual and messaging system that made abstract AI concepts easier to understand. This meant art-directing illustrations, collaborating with scriptwriters and voice talent for explainer videos, and working closely with design and development teams to bring the launch webpage to life—all while staying aligned with IBM’s global brand standards.
IMPACT
The result was a unified, modern launch that clearly communicated IBM Watson OpenScale’s value to enterprise customers. Our work helped simplify and humanize complex AI capabilities, making them easier to understand and trust. The marketing assets and product guidance worked together to support adoption and sales conversations, contributing to industry recognition—including the 2020 Artificial Intelligence Excellence Award from the Business Intelligence Group.
