Harnessing the Power of the Brand

SEGD Be Workshop will show you how!

In an uber-competitive global marketplace, design is a powerful differentiator, a tool that can help companies advance innovation, facilitate cultural transformation, and recruit and keep top talent. It’s also great for the bottom line: a 2013 DMI study showed that compared to a 75% increase in the S&P 500 index between 2003 and 2013, design-centric companies grew at an astonishing rate of 299%!

Nowhere is the brand more powerful or transformative than in physical environments: workplaces, retail stores, cultural institutions, recreational and sports facilities, hospitals, even schools. The SEGD Be Workshop--August 20 in Los Angeles—will focus on showing YOU how to leverage the latest tools, technologies, and trends in experiential design for branded spaces.

Be Workshop sessions will cover the landscape of branded environments, from branding cities to retail stores and healthcare facilities. Sessions will focus on:

>> Be(ing) a City
Helping cities use brand to activate and reinvigorate districts, drive economies, and kickstart businesses
with Katie Sprague,RTKL; Simon Borgand Brian Mirakian,Populous Activate

>> Be Playful
Brand culture and placemaking for lifestyle experiences
with Lucy Holmes,Holmes Wood

>> Be Entertained
Branding entertainment spaces and “escapist” brands
with Joe Zenas,Thinkwell

>> Be Sold
Consumer culture and the future of retail
with Hillary Jaye and Tom Horton,Gensler

>>Be at Work
Corporate workplaces and the story of “we”
with Graham Hanson,Graham Hanson Design

>>Be Well
Transforming Health, Wellness, and are Facilities with Brand
with Peter Dixon,Prophet

>> Being (in)finite
Coming to terms with an “everything and everywhere” brand culture

A trend breakouts session will synthesize the day’s presentations through the lens of technology and media, brand and architectural integration, managing client and team expectations, design and material innovation, and research and metrics.

The Be Workshop will be held on the campus of Woodbury University in Burbank. For more information on speakers and the full workshop agenda, visit the Be events page here.

Upcoming SEGD Events

2017 SEGD Wayfinding
2017 Xlab Conference