IBM, Hyderabad

overview

Spatial branding project for IBM HQ in Hyderabad, aimed to contribute to India's craft community. The design language drew inspiration from Indian crafts, weaving their design processes into the project. Manifested through graphic design and art installations, the project not only transformed the space but also served as a tribute to the rich heritage of Indian craftsmanship.

stakeholders

1 creative director, 4 graphic designers, 1 production manager, 2 architects, 2 IBM facility managers

timeline

12 Weeks

MY ROLE

As Creative Director, I led the spatial branding for IBM HQ,infusing Indian craft-inspired design into graphics and installations, fostering a distinctive corporate environment.

From The Community,
With Love

Opportunity Statement

How might we integrate the rich heritage of Indian craftsmanship into IBM's spatial branding?

AIM

To create business opportunities for Indian craft clusters while giving their work a stage at IBM's HQ in Hyderabad.

process

Our process began with immersive research into the unique techniques and cultural significance of India's diverse craft clusters. Through collaborative workshops and ideation sessions, we harnessed this rich heritage to develop spatial branding concepts tailored to IBM's ethos. Iterative prototyping and stakeholder feedback helped us refine our designs, ensuring a seamless integration of Indian craftsmanship into IBM's headquarters.

Solution

We integrated the grids and frameworks of Indian crafts with IBM's 2X grid layouting to create a unique design language for IBM's headquarters in Hyderabad. This innovative approach elevated the workspace and fostered a sense of cultural synergy and appreciation.

Objectives

Bridging Cultures for Spatial Brilliance

Conduct in-depth research into various Indian craft clusters, analyzing their techniques, cultural significance, and potential for integration into spatial branding at IBM's headquarters in Hyderabad.

Crafting IBM's Spatial Identity

Develop collaboration between craft clusters and designers to generate innovative ideas and concepts that draw upon the rich heritage of Indian craftsmanship, aligning with IBM's brand identity and spatial layout requirements.

Sustainable Sourcing

Establish sustainable sourcing practices that prioritise direct engagement with Indian craft clusters, ensuring economic empowerment and authenticity in spatial branding materials.

Weaving Tradition into IBM's Spatial Fabric

Continuously evaluate the effectiveness of the implemented spatial branding strategies, gathering feedback from stakeholders and adjusting design elements as needed to ensure alignment with project objectives and user experience goals.

Design Concept

Site Analysis

The site features warm and raw elements with accentuated colors, allowing for complementary elements to come together in a multilayered zoning system based on specific artwork zones.

After studying the IBM brand guidelines and Indian crafts, we found correlations between IBM's design language and the emphasis on a grid system in the crafts. In each of the crafts a grid is used not only to develop motifs but also place them. These grids provide structure as well as modularity to the motifs. We chose to integrate these ideas.

Spatial Design Strategy

Crafts were juxtaposed to the spaces according to the nature of their motifs and the experience we wanted to create in them. This resulted in a cohesive spatial experience that celebrated Indian craft and resonated with IBM's design philosophy.

Design Development

The wall graphics, framed artworks, and art installations were inspired by crafts from all over India. A colour scheme differentiated 3 floors from each other, we also proposed an installation which connects different floors and possibly other IBM offices together.

Wall Graphics

Click on the crafts to see how they manifested in spatial branding.

FRAMED ARTWORKS

The design team conceptualised the artworks which were then shared with the craft clusters for them to recreate by hand. These exclusive designs capture the main techniques and elements of the particular craft, celebrating the art and process.