The IBM Mainframe50 campaign was more than an anniversary celebration, it paid homage to 50 years of technology development and innovation. The purpose of the IBM Master the Mainframe program was to ensure the future vibrancy of the mainframe platform and increase the number of millennials interested in developing and programming for the mainframe.
It was imperative that the MTM program establish its own identity and voice to connect with a new generation. The Master the Mainframe graphic palette leveraged the energy of the new identities and highlighted the forward motion “engagement” of the program while staying true to the current System z brand graphics.
*Work created and produced at Centerline Digital
THE CHALLENGE
•Increase the number of millennials interested in developing and programming for the IBM z mainframe.
THE STRATEGY AND EXECUTION
•Talked directly to the audience, understanding that they feel the mainframe is old and outdated.
•Built a program design focused on the future for a new generation.
•Extended the educational challenge withpromotional videos, a standalone website and energetic events.
•Exceeded student participation goals.
MY ROLE
•Pushed the development a unique voice for all MTM communications.
•Directly guided the team through the identity and design creation as well as the pragmatic approach to its success.
•Led the creation of the brand standards and guidance to ensure continuity with the parent brand.
*Work created and produced at Centerline Digital