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Rodrigo Martinez – Future Branding: Voices from 2079

Rodrigo Martinez – Future Branding: Voices from 2079

Rodrigo Martinez

Arc Fusion Dinner

Rodrigo Martinez introduces us to the world of 2079 as he and his colleagues at IDEO Cambridge have imagined it – through recorded voices eerily beamed to us from the future – of an explorer, scientist, story-builder, and a teenager. He used images and details from their lives 25 years after the earth abruptly turned to ice and many died – and event called the “Climacteric.” As a designer, Rodrigo provided an upbeat vision of how people in 2079 see their own lives – and how their society is all about integration and finding humanity in their dealings.

Rodrigo Martinez

Rodrigo Martinez

CMDO, Veritas Genetics

Rodrigo Martinez is passionate about the crossroads of design + biology at all scales. As Life Sciences Chief Strategist and Senior Portfolio Director at IDEO he tackles some of the most interesting challenges in service design in health care, life sciences, wellness, financial services and other industries. With his colleagues in Boston, Rodrigo is also experimenting different approaches to design with living organisms.

Rodrigo learned to love science-by-doing at the Exploratorium in San Francisco – first as a seven-year-old, and later working there as a teenager. Before joining IDEO, he was a principal with The Boston Consulting Group in the health care practice. With Juan Enriquez, Rodrigo co-founded Harvard Business School’s Life Sciences Project and coined the term ‘bioeconomy’ in a series of papers and articles starting in 1997. In 2003, he co-published the first global genetic data map selected by Rem Koolhaas to be part of a WIRED’s ‘Ultimate Atlas for the XXI Century.’ HBS Working Papers include “Biotechonomy 1.0: A Rough Map of Biodata Flow,” “SARS, Smallpox, and Business Unusual.”