Overview

The 21 Pennsylvania Ave project focused on transforming a multi-floor IBM workspace into a branded, collaborative environment that reflected IBM’s mission, values, and culture of innovation. The goal was to create a space that not only looked cohesive and modern but also actively supported productivity, creativity, and team connection through thoughtful environmental design.

Challenges Identified

• Need for a visual identity that aligned with IBM’s brand while feeling fresh, welcoming, and site-specific

• Desire to reinforce IBM’s culture through environmental graphics, messaging, and visual storytelling

• Requirement for clearly defined zones: collaboration areas, focused workstations, communal spaces, and relaxation hubs

• Need to integrate technology seamlessly without disrupting the aesthetic

• Creating a space flexible enough to serve multiple teams with different working styles

• Ensuring employee input and feedback were incorporated throughout the design process

Approach

We began by studying IBM’s mission, vision, values, and design language to create an environmental brand that felt authentically “IBM”—not just visually, but emotionally. Through workshops with stakeholders and employees, we identified the tone of the space, the kinds of interactions it needed to support, and the mood we wanted people to feel when working there.

We developed a cohesive visual system using a modern color palette, typography, and custom graphics inspired by IBM’s brand heritage. Spatial design played a central role: we mapped out traffic flow, collaboration hot spots, quiet zones, and multifunctional rooms to ensure smooth transitions between work modes.

Material selection supported durability, acoustic performance, and aesthetic warmth. Technology was integrated throughout the space—digital whiteboards, smart meeting room systems, and intuitive video conferencing—to enhance hybrid collaboration.

Throughout the process, we gathered feedback from employees and leadership, iterating layouts, graphics, and furniture configurations to ensure the environment met real daily needs.

Solution

The final transformation created a flexible, human-centered workspace that brought IBM’s identity to life through interior branding and environmental design. Key elements included:

• A cohesive visual language across floors using branded color palettes, typography, and custom graphics

• Collaboration zones with modular furniture, writable surfaces, and integrated digital tools

• Quiet areas designed for heads-down work, supported by acoustic materials and soft lighting

• Social spaces for informal connection, break areas, and cross-team communication

• Seamless technology integration, enabling hybrid meetings and interactive group work

• Visual storytelling elements that reinforced IBM’s culture, innovation, and history

Outcome

The redesigned 21 Pennsylvania Ave workspace elevated both the functional and emotional experience of IBM employees. Teams reported improved collaboration, stronger connection to the brand, and an overall increase in workplace satisfaction. The environment became a living expression of IBM’s culture—supporting community, innovation, and a modern employee experience.

My Role

Brand Integration

Material Knowledge

Concept Development

Project Management

User-Centered Design

The design renderings (above) showcases our vision, while the completed workspace (below) reflects our commitment to innovation and employee well-being.