From the Archives: Amplifying Place and Story in Brand Sponsorship and Activation with Kelly Holton

October 16, 2024

Every week this month, SEGD will feature a new video from our archives! This week, we are featuring “Narratives Unleashed: Amplifying Place and Story in Brand Sponsorship and Activation” from this spring’s 2024 SEGD Sports + Entertainment event, which took place in Las Vegas on April 10-12, 2024. Hear from Kelly Holton of Populous as she discusses the power of design in brand activation. 

Kelly Holton is the Senior Principal and Brand Activation Director at Populous. Her design process is influenced by the philosophy that every detail, no matter how big or small, has the power to communicate a brand’s unique story and build connections with visitors. Her approach to wayfinding and branded environments is driven by an understanding of human behavior and a desire to enhance experiences for fans, students, athletes, staff and visitors throughout the entire user journey. It is the glue which connects a destination, communicating both information and identity, while seamlessly integrating it into the environment.

In this session, Kelly applies her understanding of human behavior to design wayfinding solutions and branded environments that tell a brand’s story and enhance visitor connections. Her acclaimed work for brands like Amazon, T-Mobile, and venues such as Climate Pledge Arena and Wrigley Field, demonstrates her ability to navigate complex brand hierarchies and infuse spaces with identity and purpose.

About SEGD

We are designers of experiences connecting people to place. SEGD is a multidisciplinary community collectively shaping the future of experience design. We are a thought leader and an amplifier in the practice of experience design. Learn more at segd.org.