2025 Q1 CEO Update: SEGD’s Purposeful Design & Strategic Collaborations

March 5, 2025

Cybelle Jones

Rooted in the principle of prioritizing good, functional design, the SEGD community is surging with a dynamic energy, fueled by the strategic insights and collaborative spirit cultivated at our recent Annual Board Retreat. We’re poised to propel experiential design forward through bold initiatives, impactful partnerships, and expanded opportunities that will resonate throughout our global network. This year is about more than maintaining momentum; it’s about setting new benchmarks for purposeful design and excellence.

Strategic Global Alignment: SEGD x ICoD

The renewal of our partnership with the International Council of Design (ICoD) is a significant milestone. By reconnecting with a relationship that began in 2007, we’re reaffirming our shared commitment to human-centered design. ICoD’s endorsement of the 2025 SEGD Global Design Awards is a testament to the power of our aligned missions. With the submission deadline approaching (March 15, 2025), we anticipate a showcase of transformative design that will inspire and elevate our field.

Advancing Professional Practice Groups & Industry Engagement

Our Professional Practice Groups (PPGs) continue to grow as vital hubs for industry collaboration and knowledge exchange. This week, the Digital + Interactive Media and Museum Exhibition + Experience Design PPGs will converge in St. Louis at the Building Museums Symposium, highlighting the importance of cross-disciplinary dialogue. We’re also excited to have Kristin Bennani representing SEGD, further strengthening our connections within the museum and exhibition community.  

Looking ahead, our Wayfinding + Placemaking and Branded Environments events in Las Vegas, April 23-24, in collaboration with the International Sign Association (ISA), represent a strategic expansion of our reach. These events will provide a platform for exploring the intersection of environmental design and experiential innovation. 

Strategic Outcomes from the Board Retreat: Echoes of SEGD’s Roots & Our 2025 Roadmap

Our recent Board Retreat in Detroit, MI, harkened back to SEGD’s birth at SmithGroup in 1973 and our early gatherings on the Cranbrook campus. We met in the historic Guardian Building, designed by SmithGroup (formerly Smith, Hinchman & Grylls) in the 1920s. This return to our roots and the inspiring architectural setting provided a powerful context for strategic planning, reminding us of the foundational principles that continue to guide our mission. This connection to our origins informed our key focus areas for 2025:

• Expanding Membership Engagement: We’re exploring new avenues to grow our community and enhance member value through innovative client membership packages.
• Enhancing Events & Educational Offerings: We’re committed to delivering impactful educational experiences that address our members’ evolving needs.
• Revenue & Sponsorship Growth: We’re developing new initiatives to amplify the visibility and impact of our awards and celebrate our industry partners’ contributions.
• Understanding Member Needs: We will launch a member survey in Q2 to ensure SEGD continues to provide essential resources and support.

Looking Ahead – A Call to Create, Connect, and Champion

As we journey through Q1, I invite you to dive into the heart of SEGD’s vibrant ecosystem. Submit your visionary work to the SEGD Global Design Awards, immerse yourself in the collaborative spirit of our PPG events, and join us in Las Vegas and beyond. This year represents a canvas of possibilities, a chance to paint the future of experiential design with bold strokes of creativity.

Our community is a force of nature, a collective of changemakers, dreamers, and doers. Together, we’re crafting experiences that leave a lasting imprint on the world. I’m filled with anticipation for the stories we’ll tell, the connections we’ll forge, and the transformative designs we’ll bring to life in 2025.

In gratitude,

Cybelle Jones, CEO