Unity not Uniformity
Partnered with IBM
Good design is still good business at IBM. This Keynote covered lessons learned from the inside out on how to keep good design alive for decades.
For more than 100 years, since 1911, IBM’s story has been deeply linked to major milestones in American and New York history. Its longevity and success through many transformative periods is greatly attributed to their deep belief that good design is good business. Todd Simmons, VP of Brand Experience + Design and Co-Lead of the world-renowned IBM Blue Studio took part in an engaging presentation and discussed lessons learned through decades of experience managing design with one of the greatest legacy technology brands and the undisputed largest employer of designers worldwide. Participants gained perspective on how to keep good design and good business alive for decades by balancing consistency with creativity and excellence with efficiency.
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Based in New York, Todd brings nearly 30 years of multi-disciplinary experience to IBM, and has the distinction of being the very first “Designer” in the Company’s long history to be brought on as an Executive VP. In his 9 years since, Todd and team have worked across all businesses to elevate every expression and experience of IBM, as well as to help evolve and expand the IBM Design Program itself, the philosophy, principles and practices that guide everything we do (and don’t do) as a brand, visually and verbally, digital or physical. Today, Todd is tasked with scaling the team’s impact and influence even more, co-leading Blue Studio, which brings together 300+ creatives (and partners) across systems design, content creation, digital, social, experiential, advertising, events and environments into one single studio model globally. Todd has been named one of Fast Company’s Most Creative People in Business and Most Influential People Shaping The Future of Design.
Terry Yoo leads a multidisciplinary team of brand, messaging, and content strategists responsible for translating IBM’s business and marketing strategy into messages, brands and content that are powerfully relevant and compelling to our clients, prospects, and partners to drive business growth and outcomes. Her team focuses much of their work on developing deep understanding of IBM’s target audiences to identify and map the best ways to engage them—and inspire the most powerful, innovative, and effective creative work that advances and supports the IBM brand.