IBM CLIENT ADVOCACY
THE CHALLENGE
In an industry where trust had eroded, IBM clients felt their feedback went unheard and meaningless. IBM needed to prove that listening could spark real change.
THE IDEA
Reframe advocacy as a living system with empathy at its core. The campaign launched a dedicated business unit—Client Advocacy—with its own voice, identity, and promise: “Feedback matters.”
VISUAL LANGUAGE
SOCIAL MEDIA
LANDING PAGE
ONE-SHEETERS
NON-TRADITIONAL MEDIA
RESULTS
The initiative drove a 230% lift in social impressions, a 65% rise in internal awareness, a 3.4x increase in landing page visits, and—most importantly—reduced client skepticism by 40%, building measurable trust and participation.
ROLE
As Creative Director, I led a cross-disciplinary team to create a bold visual identity, alternate color palette, and multi-channel storytelling system. From social campaigns and landing pages to non-traditional media like handbooks, stickers, and postcards, I unified IBMers and clients under a single signal: feedback isn’t just collected—it creates change.