Responsible for bootstrapping an enterprise design practice within the newly established IBM Quantum organization — leading implementation strategy, staffing, best practices, and standards. Created and implemented the creative direction across product, web, event, and industrial design teams. Through the consistent application of user-centered, business value-driven design and design thinking, many of the design initiatives have garnered recognition from Red Dot, D&AD, The One Show, Fast Co, and Webby organizations.

Key achievements include:

Website Transformation: Evolved the IBM Quantum website and web team from a research-focused platform to a user-centric marketing tool, increasing overall traffic and conversion into our cloud-based developer tools.

Brand Evolution & Governance: Leading the evolution of the brand, streamlining its visual identity within the broader IBM design language. Coordinated in-house and agency-based design teams to refresh the IBM Quantum brand to seamlessly integrate with the IBM master brand while maintaining its distinctiveness as a quantum computing technology.

Spatial Design Innovation: Establishing an interdisciplinary team crafting immersive experiences around the groundbreaking IBM Quantum System One and Two, conceptualizing bespoke interpretive experiences for global events, and enhancing brand presence and engagement.

As the steward of the Brand User Experience for Oracle.com, I spearheaded the development of the Oracle.com (Ocom) design system, shaping the digital identity of Oracle's flagship platform. Fostered the adoption of user-centered, UX research-driven design across a team of Visual and UX designers. Managed external agencies and contractors. Ensured the seamless business-valued execution of ongoing projects.

Collaborating closely with cross-disciplinary teams, including Program Management, Engineering, Test, and UX-Ops, I orchestrated the delivery of user experiences that met desired outcomes and aligned with the strategic objectives of marketing and product teams while continually evolving the Oracle Brand.

Key achievements include:

O.com Design System: Drove the creation and widespread adoption of the Oracle.com design system, establishing a unified visual language for the platform.

Methodology Implementation: Led cross-functional teams to implement an agile framework, enhancing our ability to deliver experiences efficiently and enabling continuous improvement of Oracle.com.

Led conceptualization, strategy, and design for Dell, Alienware, and Dell Accessories e-commerce platforms. Drove deep cross-function collaboration across User Research, UX Design, Brand, and Development to implement intuitive and resonant customer shopping experiences. Responsible for driving brand excellence and best-in-class user experience, bringing clarity to Dell’s complex product lineup, and giving customers confidence in their shopping goals in all phases of the customer journey.

Key achievements include:

Alienware.com Redesign: Orchestrating the creative strategy and redesign of Dell's Alienware.com, resulting in a 32% increase in Revenue Per Visitor (RPV) within the initial two weeks post-launch.

Electronics & Accessories eCommerce Store Redesign: Spearheading the creative strategy and redesign of Dell's Electronics & Accessories eCommerce store, increasing sales by 20% and moving CSAT into the low 70s for the first time in Dell's history.

Conceptualized new campaigns, apps, and web experiences for a range of brands. Worked within brand standards to craft unique engaging upper-funnel experiences celebrating brands while achieving stakeholder- outcomes.

Role: Creative Director
Client: IBM Quantum
In-house Design: Daniel Soederstedt, Rucyl Mills
Collaborating Agency: Field

Role: Creative Director
Client: IBM Quantum

IBM Quantum is laying the groundwork for business-ready quantum workloads. To do this we will need to increase the capacity of QPUs working across multiple cryostatic refrigeration units. System Two will be the platform that will bring quantum computing to the mainstream while giving research teams the flexibility to tackle valuable business and research problems at a scale. 

Working with a large cross-functional team in tight iterative design sprints, engineers and designers wrestled a complex set of requirements into a beautiful cutting-edge machine while keeping human factors and usability front and center. Collaborating with a large cross-functional team in rapid design sprints, engineers and designers transformed complex requirements into a cutting-edge machine, prioritizing human factors and usability. As the project CD, I ensured our design principles aligned with the project brief and guided our design agencies in line with IBM design principles.

System Two is up and running at IBM Thomas J. Watson Research Center in Yorktown Heights, New York. The design has been recognized globally for its innovative design and its flexible modularity has allowed for new configurations that continue to push the envelope of what is capable in quantum computing.

In-house Design:
Jay Gambetta, Jerry Chow, Mark Podlaseck, Susana Rodriguez de Tembleque, David Bryant, Chris Lirakis, Michael Kriegshauser, David Berlekamp

Collaborating Agencies:
Map Project Office, London
Universal Design Studio, London, New York
Goppion Technology, Milan

Role: Creative Director
Client: IBM Quantum

In-house Design: Daniel Soederstedt, Josh Totte, Natalie Taylor
Collaborating Agency: Field

Role: Creative Director
Client: IBM Quantum | Cleveland Clinic

Quantum computers are among the key emerging technologies of the 21st century. IBM's first self-contained quantum computer, the IBM Quantum System One, served as a proof of concept, demonstrating that equipment once scattered across labs could be packaged into a compact, freestanding device. This groundbreaking system was purchased by the Cleveland Clinic, becoming the world’s first quantum computer dedicated to medical research and the first to operate in a public space.

The design challenge was to create a visual language for System One that would make it approachable to the public. The dimensions were based on IBM's 2x grid, and materials were selected to encourage exploration, curiosity, and reflection.

Cleveland Clinic installed one of the first quantum computers outside of a lab, proudly showcasing this pioneering technology in their lobby. System One became a vibrant hub for gatherings, lectures, lunches, and quiet contemplation, embodying its mission of fostering transparency in learning. In 2023, it was honored with a Best of Show Red Dot Award.
See it in action as the subject of a 60 Minutes piece!

In-house Design:
Jay Gambetta, Jerry Chow, Mark Podlaseck, Susana Rodriguez de Tembleque, David Bryant, Chris Lirakis, Michael Kriegshauser, David Berlekamp

Collaborating Agencies:
Map Project Office, London
Universal Design Studio, London, New York
Goppion Technology, Milan

Role: Creative Director
Client: IBM Quantum | Howard University

The IBM | HBCU Quantum Center is a partnership between IBM and Howard University aimed at cultivating diverse talent in the rapidly evolving field of quantum computing. Unlike many industries with entrenched biases in hiring, quantum computing provides an inclusive environment where individuals from all backgrounds can thrive. As a new entity on the Howard campus, the center needed a brand and visual identity to extend its reach to all HBCUs and help achieve its goals.

As creative director, I led a unique project that combined student talent with IBM Design Thinking to develop a groundbreaking brand for the HBCU Quantum Center. Collaborating with student designers, we created a brand that embodies opportunity and equity, reflecting the energy and potential of a new generation in this transformative field.

IBM Design Herman Colquhoun Jr.
Howard Design Team - Student Designers
Keme Arigbe, Dymier Steel, Amiyah Brown, Emari Baker, Michelai Lowe.

Role: Creative Director
Client: IBM Design

As a creative director, I spearheaded a large cross-functional design team to develop a dynamic branding strategy for a virtual conference during the COVID-19 pandemic. Navigating the challenges of remote collaboration, I fostered innovation and cohesion among designers, marketers, and tech specialists. Our team vision emphasized adaptability and engagement, crafting a vibrant visual identity that resonated with audiences in a digital landscape. By integrating interactive elements and immersive experiences, I ensured the conference not only informed but also connected participants, turning a challenging time into an opportunity for creativity and community.

IBM Quantum System Two - Product Design / Technological Innovation

IBM Quantum System One: Cleveland Clinic

IBM Quantum System Two

Quantum System Two - Concept

Redwood is the name of Oracle’s next-generation user experience. It is focused on bringing state-of-the-art, consumer-grade user experiences across devices to the sophisticated enterprise scenarios that Oracle enables. The Redwood experience is not just for our user interfaces but touches every single interaction of Oracle customers and partners (and employees) have with the company. Redwood is much more than a change in color scheme or a marketing initiative. Redwood is a collective reinvention of how Oracle customers interact with technology and consume information. We see this as an opportunity to set a new standard for user experience for the entire industry.

Dell wallpapers photography project

Dell.com

Ben Runckle Short Documentry

While working at Lake | Flato we were awarded with the Architecture Firm Award. The Architecture Firm Award is AIA’s highest architecture firm honor, recognizing one (1) firm every year that has produced notable architecture for at least a decade

Focused on sustainable architecture, advanced spatial planning, and design principles