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The re-imagining of Microsoft : All-up, inside and out

You will hear the story of the re-imagining of Microsoft, inside and out via its product and service brand experiences. Albert Shum and Todd Simmons will focus on the collaboration of Microsoft and Wolff Olins beginning with Windows, expanding to cover Surface, Office and other manifestations of Microsoft.

The talk is about the alignment of design and marketing, product and brand harmoniously at a massive scale and not the least what this means for Microsoft organizations culturally.

Albert Shum, General Manager, Windows Phone Design Studio, Microsoft (Seattle)

Albert Shum directs the Windows Phone Design team at Microsoft. The team consists of interaction, visual, motion, industrial and brand designers along with user researchers & design program managers working in an open studio. Our team collaborates with engineering & business partners to create integrated mobile experiences for our consumers. Prior to Microsoft, Albert led the convergence of sports & technology efforts at Nike resulting with the digital Nike+ experience. Albert has a Master's of Product Design from the Stanford University, a Bachelor of Science Mechanical Engineering from the University of Waterloo, and the General Management Program from Harvard Business School. In his spare time, Albert is usually found riding his bike, hanging with his family and trying to perfect his cooking.



Todd Simmons, Executive Creative Director, Wolff Olins (New York)

Based in New York, Todd heads up all creative for Wolff Olins, bringing almost 20 years of multi-disciplinary experience to his team. Since joining Wolff Olins 9 years ago, he has led several large programs including work with PwC, OshKosh, Product (RED), TrueNorth, Living Proof, Starbucks, Current TV, USA Today, and Microsoft, where he has been concentrating most of his efforts recently. His work crosses every category of creative output, from identity, print, digital, packaging, product, content, advertising, interactive and environment.

Prior to joining Wolff Olins, Todd produced a wide body of work for variety of clients including The Coca-Cola Company, Kiehl's, IBM, Polo Ralph Lauren, Banana Republic, Barneys New York, Interface and many others. Last year, Todd was named one of Fast Company's Fast 50: fifty individuals shaping the future of design. He sits on the Board of Directors of i2 Institute for Imagination and Ingenuity, an upstart engineering, science and technology organization devoted to generating opportunity in the Middle East in response to the Arab Spring. He graduated in 1994 from Portfolio Center, and occasionally advises and lectures there.


PUBLISHED 22.03.2013 12:52