All things X is an editorial magazine that my friend Patrick Lowden and I started at IBM Design in Austin, TX. Aside from Co-creator, I was also Editor-in-Chief of the publication.
The magazine focuses on the humanistic side of showcasing culture and emotion at IBM. There are no articles about revenue, numbers, or corporate matters—only people and the unique things they do.
Each issue has a theme. Some themes include New Beginnings, Spaces, and Persisters.
For this magazine, I learned from and led a team of 18 Designers from around the world.
The purpose of this magazine is to preserve culture during a time of great change and risk at IBM. This magazine is meant to be an in-depth look of the people shaping Design at IBM, as well as opinions and thoughts from leaders outside of the IBM Community, such as Stefan Sagmeister, Buzz Aldrin, Ashleigh Axios, and so on.
The magazine is distributed to 40+ IBM Studios around the world, but is not limited to only internal viewership.
Designers who worked on "All Things X:"
Patrick Lowden, Randy Gregory II, Sofia Gutierrez, Evan Maeda, Jenny Chang-Chen Sanchez, Lindsay Bongo, Mitch Atkin, Greg Storey, Drew Smith, Betty Quinn, Ondrej Homola, Teodor Georgiev, Carly Stevens, Julia Swearer, Raquel Breternitz, & Allison Entsminger.
Jamie XX & James Turrell
This is a concept piece for an evening of cognitive bliss at the Mass Moca. The idea is that Jamie XX and James Turrell would collaborate to provide museum goers with an in depth sensory experience that combines music and light. Jamie XX would be performing his music from his album "In Colour" in real time as attendees sit in Turrell sky-scapes, light filled rooms, modified hallways, etc.
The end result would vary based on the mood of the crowd. Would they dance in endless light filled rooms or would they all lay down and let the emotions of the music and light wash over them?
Cooper Hewitt Smithsonian Design Museum
This work is a master brand campaign for the Cooper Hewitt Smithsonian Design Museum. I was the Senior Designer on this project and worked with the President of VSA, Curt Schreiber, and an ECD of Creative, Avery Gross, to complete this project.
The idea behind the campaign is that everything is designed, whether you know it or not. So to get people involved and interested with the museum, we showed them all the things in their life that are designed.
With the simple tagline “by design.” we were able to express to the customer that their life has been and always will be impacted by the power of design.
Much more work to come as it launches*
A range of logos made for various clients, some small and just starting, some established and looking for a rebrand.
Photos taken on safari with my father in Tanzania, Africa.
SUI CBD Oil
This project's intended purpose is to target the millennial self care industry and help create a product that puts the self first. "Sui" in latin means "Self," which is the basis of the ethos behind the Sui brand.
The mixing texture used throughout the brand system represents the product mixing with one's self to create a vibrant, beautiful display of inner well-being.
The Sui brand sells products ranging from multi-strength CBD oil, face cream, body lotion, and so on. The product is meant to live in chic settings, such as an equinox gym or a boutique store.
The brand strives to put a face to an industry that is currently booming but has not yet fully embraced the use of CBD products. Sui is a celebration of diversity in both product and solution for personal needs. Taking care of yourself shouldn't be a shameful or secret process. Embrace it.
More work to come.
Music is so important to me and how I work. Here are some album covers I redesigned.
Carnegie Mellon Tepper School of Business
Working with ECD Thom Wolfe at VSA Partners, we created a new brand expression for the Carnegie Mellon School of Business, funded by David Tepper.
The rebrand was to live in a new 40 million dollar building on campus.
The brand exudes the schools defining trait—Forever Forward. With this in mind, we were able to create a brand that scaled and expanded beyond the immediate need. The brand can live and be built upon by the school for years to come, growing in the same ways they see themselves growing.
The Faust sold his soul to the devil for unlimited wisdom and knowledge.
Based on this story, this is a gift to my fiancee, Faustyna—A wine drinking, devil dealing, bad ass.
For an in depth look at my command x experience please read this: https://medium.Com/@adamlehman_45956/my-aiga-command-x-experience-c8234ffe3bad#.Mo72arryf
At the 2016 AIGA national conference I was selected to compete in Command X: a hunger games style design competition for designers out of college but under 26 years old.
For the first challenge we had a week, then presented in front of 2000 designers and judges, then two people are cut. They gave us 24 hours for the next challenge, then 2 people are cut, 24 hours for the last challenge, and yes 2 people were cut.
The first challenge was to redesign the Gamblers Anonymous logo.
The second challenge was to redesign the Zappos box experience.
And the third challenge was to create something to get 18-24 year olds to vote in the election.
I am humbled to be able to say that I won this years Command X, but also made 6 outstanding Designer friends in the process.
Designs for Ad Age conveying “rallying around a social mission".”
Dark Matter Brewing
Dark Matter is branding and packaging design for a Brooklyn based brewery. The boxes were hand built, the imagery was screen printed at lure design inc, and each beer was hand brewed. A labor of love with an interstellar outcome.
Photos of amazing people, and a cow.
In my role as culture and brand designer for IBM Studios, I was tasked with branding the 2016 IBM Studios Summit. This summit brought IBM studio leaders from around the world together in one room to learn from each other and help improve the IBM Studios as a global offering.
The brand I designed plays off of the three types of Studios we have; Product, Brand, & IX/GBS. Each Studio gets it's own color triangle, and even IBM locations learning and growing are represented by the halftone triangles, making their way towards density. The giant purple triangle represents when all three Studios come together to move forward with grand collaborative outcomes.
These photos were shot all over the island of Iceland on a trip with two of my best friends. Skál.