My engagment with IBM spans over four years and four agencies. The following work is a snapshot of some major milestones during my tenure with Athletics, Form&, Havas and SYPartners.

My engagment with IBM spans over four years and four agencies. The following work is a snapshot of some major milestones during my tenure with Athletics, Form&, Havas and SYPartners.

My engagment with IBM spans over four years and four agencies. The following work is a snapshot of some major milestones during my tenure with Athletics, Form&, Havas and SYPartners.

My engagment with IBM spans over four years and four agencies. The following work is a snapshot of some major milestones during my tenure with Athletics, Form&, Havas and SYPartners.

My engagment with IBM spans over four years and four agencies. The following work is a snapshot of some major milestones during my tenure with Athletics, Form&, Havas and SYPartners.

IBM Cloud Brand Expression 1.0  → Athletics NYC

IBM Cloud Brand Expression 1.0  → Athletics NYC

IBM Cloud Brand Expression 1.0  → Athletics NYC

IBM Cloud Brand Expression 1.0  → Athletics NYC

IBM Cloud Brand Expression 1.0  → Athletics NYC

How do we create a consumer brand for an enterprise client?

How do we create a consumer brand for an enterprise client?

How do we create a consumer brand for an enterprise client?

How do we create a consumer brand for an enterprise client?

How do we create a consumer brand for an enterprise client?

A new generation of entrepreneurs has emerged that are using technology to fundamentally transform business. They are bluring the line between consumer and enterprise, elevating user expectations and changing the way organizations purchase technology. The developers driving this change will be the leaders of tomorrow.

A new generation of entrepreneurs has emerged that are using technology to fundamentally transform business. They are bluring the line between consumer and enterprise, elevating user expectations and changing the way organizations purchase technology. The developers driving this change will be the leaders of tomorrow.

A new generation of entrepreneurs has emerged that are using technology to fundamentally transform business. They are bluring the line between consumer and enterprise, elevating user expectations and changing the way organizations purchase technology. The developers driving this change will be the leaders of tomorrow.

A new generation of entrepreneurs has emerged that are using technology to fundamentally transform business. They are bluring the line between consumer and enterprise, elevating user expectations and changing the way organizations purchase technology. The developers driving this change will be the leaders of tomorrow.

A new generation of entrepreneurs has emerged that are using technology to fundamentally transform business. They are bluring the line between consumer and enterprise, elevating user expectations and changing the way organizations purchase technology. The developers driving this change will be the leaders of tomorrow.

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Through a series of 7 design sprints, a core visual language emerged that built on combination of the BlueMix UI and legacy IBM design language. The idea was to make the intangibility of the cloud slightly more tangible by creating unique shapes that felt familiar and had an emotional resonance. Cloud 1.0 visual expression would have a short shelf life but it was a hint of what was to come for IBM as a whole. Externally, this work helped to establish the foundation of IBM Design Language. Internally, our cross-functional team structure would become the core of IBM’s Brand Experience and Design team.

Through a series of 7 design sprints, a core visual language emerged that built on combination of the BlueMix UI and legacy IBM design language. The idea was to make the intangibility of the cloud slightly more tangible by creating unique shapes that felt familiar and had an emotional resonance. Cloud 1.0 visual expression would have a short shelf life but it was a hint of what was to come for IBM as a whole. Externally, this work helped to establish the foundation of IBM Design Language. Internally, our cross-functional team structure would become the core of IBM’s Brand Experience and Design team.

Through a series of 7 design sprints, a core visual language emerged that built on combination of the BlueMix UI and legacy IBM design language. The idea was to make the intangibility of the cloud slightly more tangible by creating unique shapes that felt familiar and had an emotional resonance. Cloud 1.0 visual expression would have a short shelf life but it was a hint of what was to come for IBM as a whole. Externally, this work helped to establish the foundation of IBM Design Language. Internally, our cross-functional team structure would become the core of IBM’s Brand Experience and Design team.

Through a series of 7 design sprints, a core visual language emerged that built on combination of the BlueMix UI and legacy IBM design language. The idea was to make the intangibility of the cloud slightly more tangible by creating unique shapes that felt familiar and had an emotional resonance. Cloud 1.0 visual expression would have a short shelf life but it was a hint of what was to come for IBM as a whole. Externally, this work helped to establish the foundation of IBM Design Language. Internally, our cross-functional team structure would become the core of IBM’s Brand Experience and Design team.

Through a series of 7 design sprints, a core visual language emerged that built on combination of the BlueMix UI and legacy IBM design language. The idea was to make the intangibility of the cloud slightly more tangible by creating unique shapes that felt familiar and had an emotional resonance. Cloud 1.0 visual expression would have a short shelf life but it was a hint of what was to come for IBM as a whole. Externally, this work helped to establish the foundation of IBM Design Language. Internally, our cross-functional team structure would become the core of IBM’s Brand Experience and Design team.

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IBM-Tee
IBM-Lap
IBMBlue_guidelines

IBM Client
Jon Iwata Chief Communications Officer
Teresa Yoo Vice President Brand Strategy, Brand Experience & Design
Todd Simmons Vice President Brand Experience & Design
Mike Abbink Executive Creative Director
Sadek Bazara Creative Director
Ryan Melody Creative Director
Ken Hartmann Program Manager

IBM Client
Jon Iwata Chief Communications Officer
Teresa Yoo Vice President Brand Strategy, Brand Experience & Design
Todd Simmons Vice President Brand Experience & Design
Mike Abbink Executive Creative Director
Sadek Bazara Creative Director
Ryan Melody Creative Director
Ken Hartmann Program Manager

IBM Client
Jon Iwata Chief Communications Officer
Teresa Yoo Vice President Brand Strategy, Brand Experience & Design
Todd Simmons Vice President Brand Experience & Design
Mike Abbink Executive Creative Director
Sadek Bazara Creative Director
Ryan Melody Creative Director
Ken Hartmann Program Manager

IBM Client
Jon Iwata Chief Communications Officer
Teresa Yoo Vice President Brand Strategy, Brand Experience & Design
Todd Simmons Vice President Brand Experience & Design
Mike Abbink Executive Creative Director
Sadek Bazara Creative Director
Ryan Melody Creative Director
Ken Hartmann Program Manager

IBM Client
Jon Iwata Chief Communications Officer
Teresa Yoo Vice President Brand Strategy, Brand Experience & Design
Todd Simmons Vice President Brand Experience & Design
Mike Abbink Executive Creative Director
Sadek Bazara Creative Director
Ryan Melody Creative Director
Ken Hartmann Program Manager

Athletics NYC Agency
Malcolm Buick Principal
Jason Gnewikow Executive Creative Director
Paul Worthington Strategy Director
Nathan Nedorostek Creative Director
Cassidy van Dyk Senior Designer
Landry Miller Designer
Kristen Ord Account Director
 
Mark Mahaney Photographer
Colors and the Kids 3D Rendering

Athletics NYC Agency
Malcolm Buick Principal
Jason Gnewikow Executive Creative Director
Paul Worthington Strategy Director
Nathan Nedorostek Creative Director
Cassidy van Dyk Senior Designer
Landry Miller Designer
Kristen Ord Account Director
 
Mark Mahaney Photographer
Colors and the Kids 3D Rendering

Athletics NYC Agency
Malcolm Buick Principal
Jason Gnewikow Executive Creative Director
Paul Worthington Strategy Director
Nathan Nedorostek Creative Director
Cassidy van Dyk Senior Designer
Landry Miller Designer
Kristen Ord Account Director
 
Mark Mahaney Photographer
Colors and the Kids 3D Rendering

Athletics NYC Agency
Malcolm Buick Principal
Jason Gnewikow Executive Creative Director
Paul Worthington Strategy Director
Nathan Nedorostek Creative Director
Cassidy van Dyk Senior Designer
Landry Miller Designer
Kristen Ord Account Director
 
Mark Mahaney Photographer
Colors and the Kids 3D Rendering

Athletics NYC Agency
Malcolm Buick Principal
Jason Gnewikow Executive Creative Director
Paul Worthington Strategy Director
Nathan Nedorostek Creative Director
Cassidy van Dyk Senior Designer
Landry Miller Designer
Kristen Ord Account Director
 
Mark Mahaney Photographer
Colors and the Kids 3D Rendering

IBM World of Watson → Form&

IBM World of Watson → Form&

IBM World of Watson → Form&

IBM World of Watson → Form&

IBM World of Watson → Form&

How do we turn a stadium into a living and breathing avatar?

How do we turn a stadium into a living and breathing avatar?

How do we turn a stadium into a living and breathing avatar?

How do we turn a stadium into a living and breathing avatar?

How do we turn a stadium into a living and breathing avatar?

In 2016, Watson was still the public face of IBM. Without a direct consumer offering and limited Watson applications he was still known as the “Jeopardy Computer.” World of Watson 2016 offered a platform to showcase Watson’s capabilities and extinguish growing anxiety around A.I.

In 2016, Watson was still the public face of IBM. Without a direct consumer offering and limited Watson applications he was still known as the “Jeopardy Computer.” World of Watson 2016 offered a platform to showcase Watson’s capabilities and extinguish growing anxiety around A.I.

In 2016, Watson was still the public face of IBM. Without a direct consumer offering and limited Watson applications he was still known as the “Jeopardy Computer.” World of Watson 2016 offered a platform to showcase Watson’s capabilities and extinguish growing anxiety around A.I.

In 2016, Watson was still the public face of IBM. Without a direct consumer offering and limited Watson applications he was still known as the “Jeopardy Computer.” World of Watson 2016 offered a platform to showcase Watson’s capabilities and extinguish growing anxiety around A.I.

In 2016, Watson was still the public face of IBM. Without a direct consumer offering and limited Watson applications he was still known as the “Jeopardy Computer.” World of Watson 2016 offered a platform to showcase Watson’s capabilities and extinguish growing anxiety around A.I.

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IBM-WOW-IRL-01

IBM Client
Jon Iwata Chief Communications Officer
Teresa Yoo Vice President Brand Strategy, Brand Experience & Design
Todd Simmons Vice President Brand Experience & Design
Mike Abbink Executive Creative Director
Ken Hartmann Program Manager

IBM Client
Jon Iwata Chief Communications Officer
Teresa Yoo Vice President Brand Strategy, Brand Experience & Design
Todd Simmons Vice President Brand Experience & Design
Mike Abbink Executive Creative Director
Ken Hartmann Program Manager

IBM Client
Jon Iwata Chief Communications Officer
Teresa Yoo Vice President Brand Strategy, Brand Experience & Design
Todd Simmons Vice President Brand Experience & Design
Mike Abbink Executive Creative Director
Ken Hartmann Program Manager

IBM Client
Jon Iwata Chief Communications Officer
Teresa Yoo Vice President Brand Strategy, Brand Experience & Design
Todd Simmons Vice President Brand Experience & Design
Mike Abbink Executive Creative Director
Ken Hartmann Program Manager

IBM Client
Jon Iwata Chief Communications Officer
Teresa Yoo Vice President Brand Strategy, Brand Experience & Design
Todd Simmons Vice President Brand Experience & Design
Mike Abbink Executive Creative Director
Ken Hartmann Program Manager

Form& Agency
Jim Schachterle Principal
Manuel Dilone Principal
Nathan Nedorostek Creative Director
Ross Gendels Senior Designer
Melia Tandiono Designer
Megan O'Malley Account Director
 
Katie Wilson @ Studio 6 Animation
Drury Design Technology Implementation

Form& Agency
Jim Schachterle Principal
Manuel Dilone Principal
Nathan Nedorostek Creative Director
Ross Gendels Senior Designer
Melia Tandiono Designer
Megan O'Malley Account Director
 
Katie Wilson @ Studio 6 Animation
Drury Design Technology Implementation

Form& Agency
Jim Schachterle Principal
Manuel Dilone Principal
Nathan Nedorostek Creative Director
Ross Gendels Senior Designer
Melia Tandiono Designer
Megan O'Malley Account Director
 
Katie Wilson @ Studio 6 Animation
Drury Design Technology Implementation

Form& Agency
Jim Schachterle Principal
Manuel Dilone Principal
Nathan Nedorostek Creative Director
Ross Gendels Senior Designer
Melia Tandiono Designer
Megan O'Malley Account Director
 
Katie Wilson @ Studio 6 Animation
Drury Design Technology Implementation

Form& Agency
Jim Schachterle Principal
Manuel Dilone Principal
Nathan Nedorostek Creative Director
Ross Gendels Senior Designer
Melia Tandiono Designer
Megan O'Malley Account Director
 
Katie Wilson @ Studio 6 Animation
Drury Design Technology Implementation

IBM Annual Report →Havas New York

IBM Annual Report →Havas New York

IBM Annual Report →Havas New York

IBM Annual Report →Havas New York

IBM Annual Report →Havas New York

How do we make a  compelling argument to stay the course?

How do we make a  compelling argument to stay the course?

How do we make a  compelling argument to stay the course?

How do we make a  compelling argument to stay the course?

How do we make a  compelling argument to stay the course?

2016 Annual Report marks a difficult time for IBM. Stocks had not scene a profit in 23 quarters, Microsoft and AWS had the majority of Cloud marketshare and additional layoffs were sinking employee moral. However, under Ginni Rometty’s leadership, IBM’s radical transformation from traditional on-premises IT provider to enterprise-strong, data-first, platform and people company was on the verge of showing positive results. The Annual Report needed to show the world—and IBMers—that the plan was working.

2016 Annual Report marks a difficult time for IBM. Stocks had not scene a profit in 23 quarters, Microsoft and AWS had the majority of Cloud marketshare and additional layoffs were sinking employee moral. However, under Ginni Rometty’s leadership, IBM’s radical transformation from traditional on-premises IT provider to enterprise-strong, data-first, platform and people company was on the verge of showing positive results. The Annual Report needed to show the world—and IBMers—that the plan was working.

2016 Annual Report marks a difficult time for IBM. Stocks had not scene a profit in 23 quarters, Microsoft and AWS had the majority of Cloud marketshare and additional layoffs were sinking employee moral. However, under Ginni Rometty’s leadership, IBM’s radical transformation from traditional on-premises IT provider to enterprise-strong, data-first, platform and people company was on the verge of showing positive results. The Annual Report needed to show the world—and IBMers—that the plan was working.

2016 Annual Report marks a difficult time for IBM. Stocks had not scene a profit in 23 quarters, Microsoft and AWS had the majority of Cloud marketshare and additional layoffs were sinking employee moral. However, under Ginni Rometty’s leadership, IBM’s radical transformation from traditional on-premises IT provider to enterprise-strong, data-first, platform and people company was on the verge of showing positive results. The Annual Report needed to show the world—and IBMers—that the plan was working.

2016 Annual Report marks a difficult time for IBM. Stocks had not scene a profit in 23 quarters, Microsoft and AWS had the majority of Cloud marketshare and additional layoffs were sinking employee moral. However, under Ginni Rometty’s leadership, IBM’s radical transformation from traditional on-premises IT provider to enterprise-strong, data-first, platform and people company was on the verge of showing positive results. The Annual Report needed to show the world—and IBMers—that the plan was working.

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2019-02Feb_NNCapabPRES_v012b
2019-02Feb_NNCapabPRES_v013b

IBM Client
Jon Iwata Chief Communications Officer
Mike Wing Vice President Strategic and Executive Communications
David Yaun Vice President Corporate Communications
Justin Cook Director, Strategic Planning
Jodi Chao Senior Strategy Consultant (SCIP)
Teresa Yoo Vice President Brand Strategy, Brand Experience & Design
Todd Simmons Vice President Brand Experience & Design
Mike Abbink Executive Creative Director

IBM Client
Jon Iwata Chief Communications Officer
Mike Wing Vice President Strategic and Executive Communications
David Yaun Vice President Corporate Communications
Justin Cook Director, Strategic Planning
Jodi Chao Senior Strategy Consultant (SCIP)
Teresa Yoo Vice President Brand Strategy, Brand Experience & Design
Todd Simmons Vice President Brand Experience & Design
Mike Abbink Executive Creative Director

IBM Client
Jon Iwata Chief Communications Officer
Mike Wing Vice President Strategic and Executive Communications
David Yaun Vice President Corporate Communications
Justin Cook Director, Strategic Planning
Jodi Chao Senior Strategy Consultant (SCIP)
Teresa Yoo Vice President Brand Strategy, Brand Experience & Design
Todd Simmons Vice President Brand Experience & Design
Mike Abbink Executive Creative Director

IBM Client
Jon Iwata Chief Communications Officer
Mike Wing Vice President Strategic and Executive Communications
David Yaun Vice President Corporate Communications
Justin Cook Director, Strategic Planning
Jodi Chao Senior Strategy Consultant (SCIP)
Teresa Yoo Vice President Brand Strategy, Brand Experience & Design
Todd Simmons Vice President Brand Experience & Design
Mike Abbink Executive Creative Director

IBM Client
Jon Iwata Chief Communications Officer
Mike Wing Vice President Strategic and Executive Communications
David Yaun Vice President Corporate Communications
Justin Cook Director, Strategic Planning
Jodi Chao Senior Strategy Consultant (SCIP)
Teresa Yoo Vice President Brand Strategy, Brand Experience & Design
Todd Simmons Vice President Brand Experience & Design
Mike Abbink Executive Creative Director

Havas NYC Agency
Israel Garber Global ECD / Managing Director
Jeff Blackman Chief Experience Officer
Jason Jercinovic Global Head of Marketing Innovation
Nathan Nedorostek Creative Director
Jonny Leahan Creative Director
Matt Sung Creative Director, UX
Salvador Vélez Associate Creative Director
Ross Gendels Senior Designer
Melia Tandiono Designer
Rebecca Lim Designer
Megan O'Malley Account Director
Lindsey Rosenthal Account Director
Anthony Derby Account Director
Franco Jaramillo Account Director
Michael Dudley Production Director
 
Ben Wiseman Illustrator

Havas NYC Agency
Israel Garber Global ECD / Managing Director
Jeff Blackman Chief Experience Officer
Jason Jercinovic Global Head of Marketing Innovation
Nathan Nedorostek Creative Director
Jonny Leahan Creative Director
Matt Sung Creative Director, UX
Salvador Vélez Associate Creative Director
Ross Gendels Senior Designer
Melia Tandiono Designer
Rebecca Lim Designer
Megan O'Malley Account Director
Lindsey Rosenthal Account Director
Anthony Derby Account Director
Franco Jaramillo Account Director
Michael Dudley Production Director
 
Ben Wiseman Illustrator

Havas NYC Agency
Israel Garber Global ECD / Managing Director
Jeff Blackman Chief Experience Officer
Jason Jercinovic Global Head of Marketing Innovation
Nathan Nedorostek Creative Director
Jonny Leahan Creative Director
Matt Sung Creative Director, UX
Salvador Vélez Associate Creative Director
Ross Gendels Senior Designer
Melia Tandiono Designer
Rebecca Lim Designer
Megan O'Malley Account Director
Lindsey Rosenthal Account Director
Anthony Derby Account Director
Franco Jaramillo Account Director
Michael Dudley Production Director
 
Ben Wiseman Illustrator

Havas NYC Agency
Israel Garber Global ECD / Managing Director
Jeff Blackman Chief Experience Officer
Jason Jercinovic Global Head of Marketing Innovation
Nathan Nedorostek Creative Director
Jonny Leahan Creative Director
Matt Sung Creative Director, UX
Salvador Vélez Associate Creative Director
Ross Gendels Senior Designer
Melia Tandiono Designer
Rebecca Lim Designer
Megan O'Malley Account Director
Lindsey Rosenthal Account Director
Anthony Derby Account Director
Franco Jaramillo Account Director
Michael Dudley Production Director
 
Ben Wiseman Illustrator

Havas NYC Agency
Israel Garber Global ECD / Managing Director
Jeff Blackman Chief Experience Officer
Jason Jercinovic Global Head of Marketing Innovation
Nathan Nedorostek Creative Director
Jonny Leahan Creative Director
Matt Sung Creative Director, UX
Salvador Vélez Associate Creative Director
Ross Gendels Senior Designer
Melia Tandiono Designer
Rebecca Lim Designer
Megan O'Malley Account Director
Lindsey Rosenthal Account Director
Anthony Derby Account Director
Franco Jaramillo Account Director
Michael Dudley Production Director
 
Ben Wiseman Illustrator

IBM Employee Engagment Initiatives →SYPartners

IBM Employee Engagment Initiatives →SYPartners

IBM Employee Engagment Initiatives →SYPartners

IBM Employee Engagment Initiatives →SYPartners

IBM Employee Engagment Initiatives →SYPartners

How might we tell the story of the new IBM?

How might we tell the story of the new IBM?

How might we tell the story of the new IBM?

How might we tell the story of the new IBM?

How might we tell the story of the new IBM?

Because of the extremely confidential nature of the business, I’m unable to discuss any of the IBM work that I did with SYPartners.  

Because of the extremely confidential nature of the business, I’m unable to discuss any of the IBM work that I did with SYPartners. 

Because of the extremely confidential nature of the business, I’m unable to discuss any of the IBM work that I did with SYPartners. 

Because of the extremely confidential nature of the business, I’m unable to discuss any of the IBM work that I did with SYPartners. 

Because of the extremely confidential nature of the business, I’m unable to discuss any of the IBM work that I did with SYPartners. 

IBM Client

IBM Client

IBM Client

IBM Client

IBM Client

SYPartners Agency
Nathan Nedorostek Creative Director

SYPartners Agency
Nathan Nedorostek Creative Director

SYPartners Agency
Nathan Nedorostek Creative Director

SYPartners Agency
Nathan Nedorostek Creative Director

SYPartners Agency
Nathan Nedorostek Creative Director