Legacy, innovation, and rebuilding one of the world's biggest brands

I was hired by the IT Infrastructure and Systems digital marketing group at IBM to help build the in-house creative team. IBM is re-inventing itself to compete with internet and social giants Amazon, Google and Facebook. IBM is using design thinking and the agile workflow to grow their in-house marketing and creative team. I am proud to be a part of that story.


I designed many static and dynamic paid media and social tiles for IT Infrastructure campaigns. I worked with the paid media manager to set-up processes, guidelines and templates to improve workflow.


I worked closely with creative director to create vision boards, guidelines and templates for the Systems web pages refresh. The work is on-going and has included every member of the digital strategy team. Click here to view live site.


These are a few examples of the 2017 Z mainframe product launch using new corporate guidelines: a product web page, product news web page and downloadable infographic highlighting security benefits of Z.


Partnering with the Storage team, I designed the look and feel of an annual event, including a logo/word-mark, templates and guidelilnes for color palette, typography, photography, signage, presentation deck and badge.


During the 2017 Z mainframe launch, I worked with the social strategist on an online quiz, "How long can you survive without a mainframe?" We used a retro style for the creative to add some humor and interest.


I designed a series of social teasers for IBM's Think event in Spring 2018. The concept was silohuettes of the celebrity speakers about a week prior to the event, then the reveal days before.


I designed many communications for the 2017 Z mainframe product launch. Working with the team, and a new direction from corporate brand, I created social, paid media, infographics and web pages.


I worked with the digital team to update several traditional assets for digital delivery. I re-designed downloadable assets: e-books (as shown), infographics, white papers, case studies and product briefs.

 

H I G H L I G H T S

Working at IBM has been a challenging and rewarding adventure. The sheer scale of a company with over 300,000 employees worldwide, and it's rich brand legacy, has been a lesson in persistence to advocate for quality in marketing communications in many forms.

 

IT Infrastructure and Systems team building

From day one, I worked with the Global Digital Strategy manager to assess the group's creative team, processes and client-facing communications. After years of working with external agencies for their marketing needs, IBM is advocating to their business units to bring creative and marketing back in-house. I have been an essential element in this success. I have mentored junior designers and advocated for the design process, working with digital strategists, social marketers, product marketers and engineers.

 

 

Direction, guidelines, templates, workflow

I worked closely with the Creative Director to redefine the look and feel of the communications around IBM's legacy busineess: hardware. As the corporate site moves towards promoting ai, cognitive and social experiences, it has been a focus of the Systems team to build enthusiasm for the infrastructure undernearth that runs it all. I have advocated for making the product the hero (again), with new product photography, more presence on the site, and better tools for the customer to find out more about the products.