Reda Charafeddine

About Reda Charafeddine

I’m a creative director and visual systems thinker with a deep appreciation for storytelling as both an art and a strategic function. Over the past decade, I’ve led multi-disciplinary teams across branding, photography, environmental design, and digital experiences—always guided by a belief that imagery is more than decoration; it’s infrastructure for memory, meaning, and emotion. At IBM, I founded and led the Image Department, where I curated a global visual language, established an expansive digital asset system, and collaborated with some of the most compelling image-makers, editors, and artists to reimagine the brand’s visual presence across platforms—from internal culture to customer-facing campaigns. My approach blends artistic instinct with systems thinking. Whether leading a co-branded content campaign with The New York Times or developing scalable design systems that empower teams to work with both cohesion and creative freedom, I move fluidly between concept and execution, pixels and people. I’m especially drawn to work that connects brand to behavior—growth marketing, lifecycle design, CRM, content that educates and emotionally resonates—where every frame and touchpoint is part of a larger narrative arc. What drives me most is helping brands show up in the world with clarity, curiosity, and humanity.

Experience

1. Creative Director, Image Dept

   IBM

   Apr 2022 — Present · New York, NY, US

Education

• Pratt Institute

  Non-Matriculated

  2002 — 2003

• California State University, Northridge

  BFA

  1993 — 1999

• Three Jewels

  300 Hours Teacher Training

  2017 — 2018