Designing a Vision for the Future

The IBM THINK Exhibit—an immersive, interactive installation at Lincoln Center, NYC—was IBM’s largest public exposition since the 1964 World’s Fair. As a graphic designer, I helped define IBM’s vision of greatness, shaping the foundation of its brand and culture strategy.

A key part of this work was developing the IBM Brand System, redefining its purpose, role, and experience. Through the Smarter Planet vision, the exhibit transformed how IBM is perceived and engaged with, setting a bold direction for the future.