IBM Consulting Offering Portfolio

Shaping the Future of Consulting

IBM Consulting delivers a vast portfolio of services, but its tools and materials were disconnected. Consultants built everything from scratch, brand expression varied widely across teams, and their vision of IBM didn't match the brand reality. The result was slower go-to-market and uneven client experiences.

I led the teams behind this work, from research and strategy through communication design. Over five months, we ran rounds of generative and evaluative research with 20+ Client Partners, using cognitive walkthroughs, emotion identification, mental model mapping, and brand sentiment evaluation. That research showed us where workflows broke down and what consultants wanted the brand to become.

From those insights, we designed and delivered a unified ecosystem:

• Content+, a single platform for exploring the full offering portfolio

• The Offering Kit, ready-to-use go-to-market materials for every offering

• Visual Expression, the creative direction that gives the entire portfolio one consistent, distinctive look

Together, these tools help IBM Consulting move at the pace of an AI-driven market while strengthening the trust behind its 100+ year legacy.

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OUTCOMES:

5x

increase in engagement

16x

increase in productivity