IBM TechXchange

2025

IBM came to us to help define the overarching theme for TechXchange 2025, their annual gathering for developers and technologists. Our role was to build on IBM’s existing design system and bring a cohesive narrative and experiential layer to this year’s event.

A launchpad for exploration

Hosted in Orlando, just a short jump from Florida’s Space Coast, the event drew inspiration from IBM’s Apollo 11 legacy and its key role in the Go/No-Go protocol.

Together with the IBM team, we built a theme around exploration, progress and curiosity: GO/ Explore. Build. Launch. A rallying cry to the global developer community, setting the tone for everything to come.

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A bold, human system

Working within IBM’s existing design system, we evolved and extended key elements to shape the visual language of TechXchange 2025.

Bold color, space-inspired imagery and subtle nods to the iconic 8-bar logo rooted the theme firmly in IBM’s world, while real portraits brought the community to the forefront. The 2× grid provided structure, grounding the system while keeping it energetic and intentional.

Beyond the screen

The GO/ theme ran through every part of the experience, slides, signage, wayfinding, and interactive spaces. And because the story didn’t end at the venue, it lived on through take-home moments: printed guides, patches, stickers and much more.

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Merchandise items included throughout are exploratory concepts. Archive photos thanks to IBM.

The result

The result was a unifying, inspirational theme that turned TechXchange into more than a conference. It was a connected experience linking brand, location, and community through one shared, forward-looking idea.