Brian Tafel is Global Creative Director of Marketing and Design Principal at IBM, where he leads transformative campaigns and global initiatives with a strategic focus on AI offerings. Over the past six years, he has modernized IBM’s global brand presence, co-authored IBM Design Language, and established IBM Blue Studio and the internal Brand Advertising group.
Prior to IBM, Brian honed his skills at leading agencies, including Modernista!, Imaginary Forces, R/GA, and McCann.
With more than two decades of experience, Brian has led impactful work across automotive, fashion, lifestyle, and technology sectors for some of the most iconic brands on the planet.
For more than ten years, he directed high-profile global pitches with a win rate exceeding 50%, securing over $1 billion in new business.
He resides in Brooklyn, New York, continually inspired by the evolving possibilities of brands and design.