In 2021 IBM Global Business Services (GBS) approached Athletics with the challenge of casting off brand baggage and bringing their brand into the next phase as IBM Consulting. Today, IBM Consulting is at the forefront of modern business, working hand in hand with clients to develop solutions that drive impact, innovation and openness, and they needed a brand that could tell that story.

Athletics worked with IBM Consulting to develop an identity that reflects its unique superpowers: the company’s deep roots in transformative technologies, open ecosystem thinking and collaborative approach, and an enduring commitment to people –  from teams to partners and communities.