His designs for IBM opened the eyes of many companies to the importance of corporate identity to the market value of a firm. Architect Eliot Noyes was one of the leading pioneers of modern design during the post-war booming economics in the United States. The film follows his improbable career filled with fantastic designs – until cracks began to appear. By the late 1960s, a new generation had begun to question the unbridled consumerism for which they held Noyes partly responsible. Modernism, Inc. outlines the story of an unprecedented design talent in an era of optimism that came to an abrupt halt.