Webinar: Reinventing IBM: Bringing Technology to Life

Part of “Industry Insights: Career Development Webinars,” a members-only series created by AIGA and Aquent

Recorded on June 27, 2012

Get insights from the tech industry on how to create vibrant, unforgettable experiences for your brand. As the leader of IBM’s repositioning over the past 15 years, Lee Green discusses the company’s strategy for making the complexity of technology understandable and inspiring. He shares the backstory and results of the THINK exhibit, an interactive multimedia experience that celebrated IBM’s centennial anniversary, and previews an upcoming mobile app that will bring the experience to smaller screens for a broader audience.

View the recorded session

Lee Green

As vice president of IBM Brand Experience and Strategic Design, Lee Green has played a pivotal role in IBM’s re-branding efforts over the last 15 years. Lee holds responsibility for IBM’s worldwide brand experience initiatives, strategic design and IBM’s Design Consulting Services offering for IBM clients. His team also leads the corporation’s efforts in the area of “advanced concept design” working closely with IBM Research. Most recently, Green’s team developed the THINK exhibit as one of several initiatives commemorating IBM’s centennial anniversary. In his career with IBM, Green has held numerous marketing, communications and management positions. Recently, he has focused on aligning brand strategy with IBM’s client and employee experiences. This has manifested in numerous internal culture change initiatives and experience change initiatives, which have become key components of IBM’s Brand Management practice. 

Green has an undergraduate degree in design from Temple University and a master’s degree in communications design from Rochester Institute of Technology. He has published numerous articles and case studies on a variety of design and identity topics. He has also taught design and branding courses at Stanford University, Harvard, MIT, and RIT. He recently was named as Rochester Institute of Technology Distinguished Alumni of the Year. He currently serves on the Board of Directors and Advisory Board for the Design Management Institute, and on the Board of Advisors for Fox Business School at Temple University.


Alissa WalkerAlissa Walker writes about design, architecture, cities, transportation and walking for many publications, including Fast Company, Dwell, Wired and the LA Weekly and is the associate producer for the KCRW public radio show “DnA: Design and Architecture.” In 2010 she was named a USC Annenberg/Getty Arts Journalism Fellow for her writing on design and urbanism, and in 2011 Alissa was awarded an ArtPlace grant for the initiative GOOD Ideas for Cities, where creatives are assigned urban problems proposed by city leaders, and present their solutions at lively public forums. Alissa lives in the Silver Lake neighborhood of L.A., where she throws ice cream socials, tends to a drought-tolerant garden, rides a Creamsicle-colored Public bike, writes infrequently on her blog, Gelatobaby, and relishes life in L.A. without a car.

About this series

The AIGA|Aquent “Industry Insights” webinar series was developed to give AIGA members exclusive insights into design techniques and strategies that today’s leading firms use to leverage their brands. Industry experts in rapidly growing sectors will share visual presentations, strategy reviews, demos and case studies—giving you a window into the best practices and fresh ideas of design leaders who are achieving results for their companies.

Presenting Sponsor

Aquent logoAquent is the Official AIGA Sponsor for Professional Development, serving as a source for creative and design talent as well as providing access to great career opportunities for AIGA members nationwide. Aquent is the only global staffing company dedicated to creative, marketing, and digital roles exclusively for Fortune 1000 companies. If you are looking for great job opportunities or need to hire expert talent, please contact Aquent by visiting aquent.com.