The mantra (or motto) “Think” has been part of IBM’s history longer than the name I.B.M. itself. It’s a enduring expression of our brand character. It’s an invitation. It’s an expectation. Think is also a challenge. With that in mind, we’re always looking for new ways to express and represent Think, to bring Think to life, to reflect the times, to provoke thought. For Think 2020, we decided to conduct a (slightly) different experiment (than we have in the past). Could we create a “sonic” expression of Think? A signature score. Then, once completed, could we take this piece of sound design, and articulate it into an experience... a moving brand-visual performance? This is our concept. And this is what led us to our collaboration with Imogen Heap. Artist, performer and technologist herself, she was the ideal creative partner, and our immediate first choice.