How IBM designs for a global market


When you’re designing for a vast portfolio of products, brand consistency at all touchpoints is a Herculean challenge. Yet today, large multi-faceted global brands are expected to offer the same seamless and consistent experiences as small single-product startups.

In this webinar, IBM’s Design Language Lead Hayley Hughes shares how IBM got its house in order, improved brand consistency across its global portfolio and the measurable impact this had.

Also from this webinar


Hayley Hughes

Hayley leads the effort to grow a design language for thousands of IBM products. Before joining IBM, Hayley researched and designed civic engagement prototypes with Raleigh’s mayor and city council. Earning her Master’s degree in Graphic Design at NC State University, she invented new words and ways for citizens to effectively communicate with their local government using technology.