Making the World Work Better
Lee Green, VP, IBM Brand and Values Experience, IBM
Executive Vice President,
Client Services Worldwide,
George P. Johnson
Lee Green and Jeff Rutchik will share IBM’s design, strategy and the development story behind the IBM Centennial THINK exhibit that appeared at Lincoln Center last Fall. IBM’s first public exhibit since 1964 opened to the public for six weeks and was attended by more than 20,000 visitors.
The exhibit focused on the creation of experiences that told stories of how IBM and IBM clients and partners have engaged for over a century to “Make the World Work Better.” It provided a compelling, rich and aspirational view of how today’s world of complex systems from energy to finance, from transportation to food supplies, even entire cities, can be managed to improve the human condition. It featured live NYC data feeds that came to life on a 123 foot by 12 foot digital wall at the corner of Columbus Avenue and Broadway. It also featured a film and 40 eight foot tall touch screen interactive media columns.
This discussion will share the inspiration for the exhibit by looking back at IBM's design heritage and the work of Charles and Ray Eames for IBM at the 1964 World’s Fair. The presentation will demonstrate how design can provide leadership in the strategic positioning of corporations. Lee and Jeff will also
share the many ways social media became an integral component of the THINK experience.
This You Tube video provides short preview of the THINK Exhibit Experience at Lincoln Center.
Lee Green is the Vice President, Worldwide IBM Brand Experience and Strategic Design. He has responsibility for IBM’s worldwide brand experience initiatives, strategic design and IBM’s Design Consulting Services offering for IBM clients. Mr. Green has played a pivotal role in IBM’s re-branding efforts over the last 15 years. His team also leads the corporation’s efforts in the area of “advanced concept design,” working closely with IBM Research. Most recently, Mr. Green’s team developed the THINK exhibit at Lincoln Center, NYC , as one of several initiatives commemorating IBM’s Centennial anniversary.
In his career with IBM, Lee has held numerous marketing, communications and management positions. Recently, he has focused on aligning brand strategy with client, and employee experiences. This has manifest into numerous internal culture change initiatives and experience change initiatives. This experience change method has become a key component of IBM’s Brand Management practice.
Mr. 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, Suffolk University Business School.
Jeffrey Rutchik leads George P. Johnson's (GPJ) global client services organization, insuring the agency delivers the highest levels of service, strategy, creative ideas, and overall program success. His specialty is applying design methodology to enable clients to rethink their business approach, enabling marketing transformation and improved brand performance.
In this role, Rutchik works with premier brand through GPJ’s global footprint of creative studios, account teams, and production facilities, as well as across the Project: WorldWide agency network, where he plays a key role on the Strategic Leadership (SLT) team. As part of the SLT, he successfully launched Project in 2010 and continues to help guide every facet of its global go-to-market strategy.
Trained in industrial design, Rutchik is a 30-year veteran of the product development, environmental design and marketing industries, where he has played a key role in launching products and brands for companies in CPG, retail, software, automotive, and other sectors. He has led his own consulting firm and has also worked with such brand and design leaders as Landor and Richardson Smith.
Email this page to a colleague