THE CHALLENGE
IBM Security’s Smart Papers were informative but visually inconsistent, limiting their ability to engage enterprise audiences and reflect IBM’s leadership in cybersecurity. Without a cohesive design, the content wasn’t living up to its strategic potential.
THE IDEA
Transform the Smart Papers into a unified, editorial-style design system that elevates the content experience and aligns seamlessly with IBM’s brand.
IBM SECURITY REDESIGN
RESULTS
The redesign boosted engagement by 45%, increased downloads by 30%, and cut production time by 25%. Beyond performance, the work repositioned Smart Papers as a best-in-class content experience—strengthening IBM Security’s brand presence and client trust.
ROLE
As Creative Director, I expanded the project vision beyond the initial scope, introduced a new visual language, and led a team of two designers from concept to execution. I steered client alignment, managed timelines, and secured stakeholder buy-in by presenting a clear case for design as a business driver.