Wednesday, 10:00am
14 March 2012

Chain reactions.

Non-Format on visual metaphors for business relationships

Eye 81, the ‘Designers and clients’ issue, featured four designers and their commissions for IBM's ‘Smarter Planet Outcomes’ campaign, orchestrated by agency Ogilvy & Mather.

Creative directors Kjell Eckhorn and Jon Forss of Non-Format produced an illustration to accompany an advert about supply chains in ‘an interconnected world.’

‘We were briefed by Ogilvy to create an illustration that would suggest a supply chain that's smart and flexible enough to adapt to even the most rapid changes in the market,’ says Forss.

‘Our visual interpretation acknowledges that every mighty river can be traced back to a simple stream; a flow of babbling water with little choice but to carve its unique path between innumerable pebbles, rocks and boulders.’


Above: ‘Supply Chain’, Non-Format for IBM.

Other practices involved in the campaign include: Helmo, Noma Bar and Carl DeTorres.

Read all the case studies from ‘The far side’ in Eye 81 (below).


Eye is the world’s most beautiful and collectable graphic design journal, published quarterly for professional designers, students and anyone interested in critical, informed writing about graphic design and visual culture. It’s available from all good design bookshops and online at the Eye shop, where you can buy subscriptions, back issues and single copies of the latest issue. The ‘Designers and clients’ special issue, Eye 81, is out now – see Eye Before You Buy for a visual sample.