Which parts of our partnership history deserve attention?

A partnership archive becomes more usable when its material is organised around the stories worth telling, rather than simply by date. For the IBM and Wimbledon campaign, The Frameworks sifted through 31 years of photography, video, team-recorded footage, past websites, documentation and team photographs. Potential assets were grouped into a matrix aligned with the themes of the short-form "set" videos. Editor Emma Rasmussen also reviewed and rearranged archive material into themes so she could retrieve relevant assets quickly. Interview transcripts allowed The Frameworks team to highlight sections vital to each film. The practical approach is to define each story's theme, group relevant records beneath it and select material that supports the story. The archive supplies the detail; its size and age need not dictate the narrative.

Partnership history deserves attention when it has a clear purpose within an audience experience. In 2019, the 30th anniversary of IBM's partnership with Wimbledon, The Frameworks was asked to raise the standard of IBM's VIP invitations, welcome packs and other essential visitor materials. The brief also included sharing details of IBM's history at Wimbledon while respecting both brands' identities. The resulting bespoke designs drew on the tournament's traditions. For a partnership anniversary, use the intended audience experience to guide which historical details receive attention. An invitation or welcome pack gives selected history a role in welcoming guests, rather than leaving the anniversary as a statement of how long the association has lasted.