IBM TechXchange
Branding, Event Identity, Motion

TechXchange is IBM’s annual gathering for developers and technologists. They needed something that could connect all the different aspects of the experience into a cohesive whole, tying together the storytelling, the design, the environment, and the community around it into a unified experience. 

Hosted in Orlando, just a jump from Florida’s Space Coast, the concept drew from IBM’s Apollo 11 legacy. A celebration of exploration, progress, and curiosity.
GO/ Explore. Build. Launch. became the rallying cry - a bold, human system connecting every part of the experience, from their wayfinding all the way through to their take-home moments.

Role

Art Director / Lead Designer at Buck ↙

ECD ................. Vincent Lammers 
CD .................. Ward Graumans
AD .................. Estefan Richter
Production .......... Chance Woodward, Carolina Brandão, Alex Decaneas
Creative Lead ....... Dom Taylor
Copywriter .......... Guy Bingley
Design .............. Estefan Richter, Matheus Sakita, Bernd Bousard
2D Anim. Lead ....... Jardeson Rocha
2D Animators ........ Andrés Cuevas, John Stewart, Sean Merk
Case Study 3D ....... Will Burkart
Workshop ............ Bárbara Scatolini, Catarina Alves, Esther Beije, 
Estefan Richter, Matheus Sakita, John Stewart, Léa Zhang, Yana Abramova

PUBLISHED ........... November 2025

Before starting the project, we held a hands-on workshop where the team explored themes of spatiality, progress, and technology. It became the foundation for shapes, structures, and visual elements that later informed the visual identity, with the images below reflecting both the exercises and our inspirations.

↑ The team during an exploration workshop on spaciality and brand architecture.
↙ Estadio Azteca in Mexico City by Lance Whyman for the 1968 Olympic Games.
↙ Structural paper experiments. Franz Zeier's Paper Constructions (1980).