IBM: Marketing Labs Playbook

For more than a half-century, IBM’s work has been driven by two guiding principles: Design Thinking and Agile. Recently, when the company launched a new lab in lower Manhattan to house its entire marketing discipline, it needed a way to communicate its unique vision of collaboration to everyone who was joining.

My colleagues and I wrote and edited the IBM Marketing Lab Playbook, a 60-page brand guide that celebrated IBM's unique approach to innovation and design in a way that was accessible to everyone.