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This advertisement's purpose is for more people, especially businesses to further understand what IBM products have to offer and how these services could aid their companies. IBM is moving into a new idea of 'cognitive thinking' and by including this idea within the ad, creates a strong sense of what their programs are capable of. The cognitive security includes their famous Watson program while analyzing every security camera and security wall that hackers cannot break through.
In tackling how I should design this advertisement for the cognitive service, I thoroughly researched the company, it's history and products, ratings, target audience and most of all where they chose to place their advertisements. After establishing their most successful consumer base and programs, the next step was to create the design. The decision the use a 'blueprint' like illustration was to enhance the idea of securing a system from the inside out. The color blue itself can be seen as trustworthy and credible. In choosing the typeface, a clean and business professional type came into mind- BellMT.
The repositioning of the company's program/service was successful in concept and design as my colleagues commented on the simple complexity of it.