Blue Pages is a new branding for the IBM internal Phone Directory used by 350,000 IBM employees and contractors. Blue Pages product recognition was achieved through a publicity program that involved posters, t-shirts, mousepads and this start-up screen which was distributed via e-mail.

At the end of its first six months, Blue Pages had become a business-critical application which successfully penetrated all levels of IBM, with over 250,000 active users utilizing the program, typically several times a day.

Photographs and PhotoComposite Copyrignt, Charles E..Dorris, 2002