Overview

IBM CIO Magazine was created to strengthen internal culture, highlight achievements across the organization, and help employees feel more connected to the people and initiatives shaping IBM’s technology landscape. Through compelling stories, thoughtful design, and a clear editorial vision, the magazine became an important internal communications tool that elevated morale, showcased innovation, and reinforced IBM’s organizational identity.

Challenges Identified

• Need for a centralized, trustworthy source of internal stories and leadership communication

• Limited awareness of internal programs and employee achievements

• Disconnected teams spread across global locations

• Overreliance on email-based communication, leading to low engagement

• Shift from traditional in-office distribution to fully remote channels during the COVID-19 pandemic

• Desire to present complex technical topics in a visually accessible, narrative-driven format

Approach

We began with extensive research to understand what type of content resonated most with employees. Through interviews, surveys, and data gathered from prior communication channels, we identified the optimal blend of editorial themes: industry insights, leadership interviews, team spotlights, innovation stories, culture pieces, and news about major IT initiatives.

With this foundation, we developed a flexible editorial plan and design system that supported long-form storytelling alongside quick-read features. We focused on creating an engaging visual voice—one that balanced IBM’s brand standards with expressive illustration, distinctive typography, and a clean, modern layout.

As the pandemic changed workplace norms, we adapted distribution strategies. What once depended on printed copies placed in common areas evolved into a digitally optimized model designed for remote accessibility. Each issue was re-designed with responsive readability, screen-friendly typography, and easily shareable formats.

Solution

The final magazine delivered a polished, narrative-driven experience through both print and digital formats. Key elements included:

• A cohesive visual system integrating illustration, photography, and IBM brand elements

• Feature articles and interviews highlighting employees, innovation, and IT leadership

• Accessible PDF and digital layouts designed for remote teams and global distribution

• Engaging editorial storytelling that made technical content approachable

• Clear typographic hierarchy and strong layout structure for easy reading

• Print production management for physical issues released pre-pandemic

Outcome

IBM CIO Magazine became a valued communication channel that strengthened connections across teams and supported a more informed, engaged workforce. Employees reported a greater sense of alignment with the organization’s vision and initiatives, and leadership recognized the magazine as an effective medium for humanizing complex technology topics.

Through compelling content, attractive design, and thoughtful distribution, the magazine helped increase morale, build community, and reinforce IBM’s organizational cohesion—both in the office and throughout the shift to remote work.

My Role

Creative Direction

User Experience Design

Vector Illustration

Layout, Color, Typography

Print Production Management

Content Strategy