IBM Art Program, London
Curator
Photo: Silvia Conde
I spent ten years at IBM. It’s where I grew most as a creative, supported by the organization, the studio, and a culture I was proud to help shape.
The work here centers on that decade because it’s my most recent, and the broadest in scale and ambition. It’s also a fifth of my life. Projects from before and after IBM are linked below and referenced in my resume.
Selected Work — IBM
For a decade at IBM, I built the systems behind the brand’s imagery: the Image Dept., a global image library, art programs for flagship offices, co-branded work with The New York Times, and an internal mindfulness program.
Before IBM, I was Creative Director, Content at The Wall Street Journal, where I helped build its first digital video and production studio. Today I work independently as a brand and creative director.
Quantum Innovation Series
Art Director
Photo: Cait Oppermann
The IBM Image Dept.
IBM Blue Studio portrait series, Global
Art Director
Photo: Cait Oppermann
I founded and led IBM’s Image Dept., overseeing a multi-million dollar annual budget. We commissioned and curated a global visual language, and worked with image makers, editors, artists and designers to reimagine the brand’s visual presence, from internal culture to customer-facing campaigns.
Alongside the commissioning, a dedicated team of archivists and asset managers built a comprehensive image library for designers and creative directors, with a metadata taxonomy that made the right image easy to find in any market.
Global Illustration Library
Art Director
Partner: Buck & Blue Studio
Commissioned imagery
As the head of the image dept. I sought out a diverse group of image makers from around the world to set the scene or create context for the transformational conversations technology has with the global community. The artist and myself work together to create images that demonstrate IBM’s interest in the world around us, and the positive effects we’re working to deliver. Together we built one image language that held across markets, from brand campaigns to internal culture.
Smart Automation Campaign
Art Director
Partner: Buck
Tech Innovation
Senior Art Director
Partner: Blue Studio
Global Transportation Campaign
Art Director
Photo: Thomas Prior
AI Art Installation
Artist
Partner: Adobe
Taxonomy of Hardware
Art Director
Photo: Spencer Lowel
Sustainability Campaign
Art Director
Photo: Balazs Gardi
Think 2024 Launch Campaign
Art Director
Partner: Buck
The Image Dept. used the tools of visual art to tell the stories of IBM and its industries.
The tool was never the point. The story was. The only question was which tool told it best.
Photography
Illustration
Digital & 3D Renders
Ai Generated Art
Z Systems Launch
Art Director
Partner: Haw-lin
Global Art Program
Artist
Partner: Adobe
Global Art Program
Artist
Partner: Adobe
Urban Landscape
Curator
Photo: Balazs Gardi
Standards
Defined and codified IBM’s global imagery identity: an adaptive image strategy that ties brand storytelling to business performance.
The Image Dept. architected imagery as carefully as all the design systems we created. Building scalable, creative systems was one of the core principles the studio expressed itself.
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Visual Architecture
For IBM's AI Academy campaign, we needed a visual structure that could guide several photographers and many designers toward one coherent body of work.
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On set styling and egineering
Like much of our work, it began with the image, and the image led the concept. Every frame had to be driven by the idea and engineered to carry it.
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Scaling and repition
As a visual storyteller, my role is to convey expression and emotion through both words and images. That means engineering each frame through styling, props, composition and color, so the series reads as one. What follows is a glimpse into that approach.
The result is an engineered and visually compelling image composed as a graphic design system.
In the world
This is where it all came together. Years of standards, commissions and relationships added up to a single way of seeing, so that design and imagery spoke as one in every detail, from the largest campaign to the smallest internal message.
Inside IBM and out, the work no longer looked assembled. It looked like IBM.
Think
Curator & Art Director
Partners: Various
In the world
Global DEI Campaign
Art Director & Curator
Partners: Various
Z Server Launch
Art Director
Partners: Haw-Lin
Global DEI Campaign
Art Director & Curator
Partners: Various
Zack Lieberman
Data Concepts
IBM flagship Art Installation, New York · Commissioned and Curated
Art Program &
Environments
I curated artists from around the world whose work became part of the building's genetic makeup, so that as IBM made its mark on one of New York's most iconic corners, the space carried a point of view as well as a brand. The flagship went on to win Best Tech Office at the 2025 NYCxDESIGN Awards.
Blue Studio
I heart AI
IBM flagship Art Installation, New York · Consulted
Global art programs for IBM’s offices curated and commissioned by the Image Dept. and in-house environmental designers.
It began with a pitch. As IBM prepared its flagship at One Madison Avenue, facing Madison Square Park in the heart of the Flatiron District, I proposed something beyond the architecture: an art program woven into the place itself. Working alongside Gensler and Artist Uprising,
What began in New York became a model for the company. After two years of work on the flagship, the program has since rolled out to IBM offices in Paris, Austin, Tokyo and Madrid, each carrying the same intention: art as part of the building's DNA. The program continues beyond my tenure.
Gensler
Blue Stairs
IBM flagship Art Installation, New York · Consulted
Art is woven through every floor, from lounges to meeting spaces.
Architecture, every detail of the interior design and the art communicated with each other.
The conversation was spear headed by the Image Dept. and then became the foundation of how offices were built from around the world.
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Independent Design and
Creative Consulting
Acknowledge — Senior Graphic Design
Seismic Foundation — Creative Director
Dr. India — Creative Consultant & Art Director
