Detailed Agenda: 2025 SEGD Conference

Quinlin Messenger
Founder & Director, JUST Design

In a time overwhelmed by crisis and confusion, it can feel impossible to make a difference — but — Quinlin Messenger, founder of JUST Design, invites us to reframe and remember a different mindset! Through a deeply personal and global lens, Messenger offers a design-centered call to action: start small, lead with dignity, and use your creativity to build hope through broadened awareness. This is a moment to listen to the calling, stand in the power of your role, and learn tangible methods to build healthy futures now, and design equitable horizons for all!

Takeaways:

• You can design justice — even small, thoughtful interventions can shift systems, behaviors, and outcomes over time.
• Authenticity is the equalizer — possibility begins with vulnerability; facing uncertainty requires us to show up honestly, humbly, and consistently.
• Hope is a design strategy — grounding our work in hope, rather than perfectionism or fear,

Moderated by Gamynne Guillotte, Chief Education and Community Engagement Officer, SFMOMA

Panelists:
Stephanie Delancey, Director of Exhibits Studio, Pacific Science Center
Roy Rub, Co-founder and Principal, Topos Graphics

In this panel, we ask: What is the role of experience design in shaping how we understand the world—and each other? Join cultural leaders and educators for a conversation on the urgency of media literacy and how museums, exhibitions, and public spaces can foster empathy, critical thinking, and active citizenship.

Takeaways:

• Experience design shapes how people understand truth. Our choices in interpretation, context, and framing carry social responsibility.
• Designing for better citizens means designing for better questions. The goal isn’t authority—it’s inquiry, literacy, and agency.
• Public institutions must model care and accountability. When rooted in listening and transparency, design can build civic trust and belonging.

Jeremy Mende
Artist + Creative Director, MendeDesign

Jeremy Mende’s installation work harnesses the aesthetic triangle—presence, isolation, and awe—to shift perception. His projects choreograph the body and senses in ways that unsettle the familiar, opening spaces for reflection and reorientation. In this talk, he will share how these immersive works create conditions that change not only how we see, but how we act in the world.

Takeaways

• Human-centered experiences drive deeper brand connection. Design that engages emotion and memory increases resonance—and retention.
• Nature and narrative are not separate. We are part of the living world—and our work can reflect that interdependence and rhythm.
• True connection transcends aesthetics. Design that prioritizes feeling, attention, and reflection invites deeper relational experiences.

Rodrigo Isasi
Managing Partner, Empathy (Peru)

Amid rapid technological change, resilience requires anchoring innovation in enduring wisdom. This talk introduces guiding principles from the Sacred Valley that help leaders design futures that balance progress with purpose. It calls for strategies that connect modern innovation with timeless human values.

Takeaways

• Resilience is relational. Across cultures, sustainable design solutions are built on trust, co-creation, and local knowledge—not top-down control.
• Adaptability is a leadership skill. Businesses that model responsive, Adaptive systems are stronger than rigid ones and are better positioned for long-term relevance.
• Global insights reveal shared values. Listening beyond borders expands our toolkit and our capacity to design for equity and transformation.

Karishma Sheth
Director, Experience Design, Airbnb

Harrison Watkins
Experiential Creative Production Lead, Airbnb

Karishma Sheth and Harrison Watkins lead a dialogue on a story-first approach to experience design—one that uncovers a city’s intangible DNA through its people, rituals, and everyday rhythms. Drawing on Airbnb’s relaunch of Experiences and a San Francisco case study, they explore how editorial research, deep listening, and human exemplars can shape experiences that feel genuinely rooted in place. Together, they discuss how thoughtful interaction design can invite connection and belonging while safeguarding cultural integrity and supporting local livelihoods.

Takeaways

• Identify and design for a city’s essence rather than surface attractions.
• Elevate human exemplars—hosts, makers, caretakers—to lead experiences that are culturally true.
• Build interaction mechanics that invite participation while protecting community values.

Michaela Pihl Olsen
Partner, Urgent.Agency

Michaela Pihl Olsen of Urgent.Agency explores why wayfinding matters: it not only shapes how we engage with and feel in a space but also provides crucial support in context-dependent situations, guiding people safely and efficiently when it matters most. She reframes wayfinding as a supportive design tool rather than an afterthought—rooted in Scandinavian traditions of human-centered design, craft, and holistic integration. Exploring how we design for our surroundings in ways that remain meaningful over time, she points to how a holistic approach to wayfinding can foster belonging and quality of life, while reflecting on the tension between digital disruption and human sensory experience.

Takeaways

• Effective wayfinding starts with empathy for the user’s context.
• Rooted in Scandinavian design values, it fosters belonging and quality of life.
• Wayfinding can shape how we experience the future.

Forest Stearns
Principal Artist, DRAWEVERYWHERE STUDIOS

Moderated by Heber Pelayo
Founder, The One Oh One

Forest Stearns loves to DRAWEVERYWHERE—from satellites in orbit to quantum computers and landmark murals. His drawing-centric Creative Exchange inspires culture, activates the built environment, and amplifies creative permission. Through an illuminated practice of art direction, illustrated productions, and residencies, he helps transform world-class collaborators—Google Quantum AI, Planet Labs, DeviantArt, and the California State Library.

Takeaways

• Map constraints to identify “creative corridors” where experimentation can thrive.
• Treat artist-in-residence programs as R&D for public imagination.
• Policy and culture can be redesigned to allow wonder in more places.

Jamie Shaw
Partner, LMNL Studio

Designing for possible futures means forecasting the nature of our increasingly integrated environments. Omnispatial thinking is the practice of pairing architects and designers with technologists and storytellers to build spaces that treat technology as a material layer. An ethos, a design modality, and a workflow, it is a new approach to designing a connected ecosystem across physical, digital and virtual spaces. By using tools like VR in the design process, we can prototype feeling, exploring light, materiality, spatial relationships, and ambitious possibilities before a project is ever built. Learn how immersive tools can engage communities remotely, accelerate iteration, and sell ideas with an omnispatial workflow that moves from sketch to virtual world to build.

Takeaways:

• Omnispatial design is a practice of collaboration and translation between disciplines.
• Immersive simulation is an empathy tool, not just a rendering. 
• Think of technology as a material layer in the built environment.

Bradley “GMUNK” Munkowitz
Director and Digital Artist at GMUNK Studio

At the heart of GMUNK’s practice lies a devotion to transformation. Over two decades, he has moved fluidly between disciplines—motion design, live-action cinema, holography, photography—never allowing himself to be defined by a single medium. Each body of work is an alchemy of form and spirit, merging the psychedelic and the metaphysical with the technological. His collaborations become dialogues between the subconscious and the machine, between imagination and material, resulting in visual worlds that are at once enigmatic and deeply human.

This talk reflects on reinvention not as a strategy but as a philosophy of being. To remain fluid, to embrace change, and to surrender to the unknown is to embody the very conditions of art itself. GMUNK shares how this ongoing metamorphosis—through projects that span the virtual and the physical, the cosmic and the intimate—reveals the power of art to question identity, expand perception, and illuminate our evolving relationship with technology and the self.

Takeaways:

• Embrace reinvention: practice ongoing transformation across mediums and identity.
• Combine subconscious exploration with digital and physical creative tools.
•  Design projects that expand perception and challenge identity.

Moderator:
Joell Angel-Chumbley, University of Cincinnati DAAP, City of Cincinnati, SEGD Board Member; SEGD Academic Task Force Chair

Panelists:
Tim McNeil, University of California Davis
Gerald Sastra, Graduate Student, Rhode Island School of Design
Neeta Verma, Researcher, Designer, Educator, University of Notre Dame (retired)
Maurice Woods, Founder/Principal Designer, Inneract Project

This mainstage panel examines the state of education in experience design—how academic programs and professional practice can better align to prepare the next generation. Panelists will discuss legacy, professional readiness, and championing the achievements of students and practitioners. Survey results from the SEGD Academic Task Force will frame the conversation, highlighting trends, challenges, and opportunities for co-op programs, internships, and mentorships.

Takeaways:

• Bridging education and practice is essential for long-term impact.
• Recognition fuels the growth of the profession.
• Aligning curriculum with real-world skills strengthens both academic and professional outcomes.

Abigail Honor
Director, Lorem Ipsum, Voices of Experience Series

A screening from SEGD’s Voices of Experience film series, capturing the stories, motivations, and wisdom of design leaders who have shaped the profession. This segment underscores why SEGD matters—connecting history to the future we are building together.

Nu Goteh, SEGD Board Member, 2025 Achievement Awards Chair
Alan Jacobson, FSEGD, 2025 Fellows Committee Chair

A celebration of individuals and organizations whose contributions have significantly advanced the field of experiential graphic design. This year’s awards highlight the leadership of Alan Jacobson, FSEGD, who chaired the 2025 Fellows Committee, and Nu Goteh, who chaired the 2025 Achievement Awards. Together with fellow honorees, their recognition embodies the values of SEGD—innovation, inclusivity, and impact—and demonstrates how leadership roles shape the ongoing legacy of the profession.

The Achievement Awards are followed by a Networking Break + Celebration

Break – Mimosa Reception
Networking and celebration before the afternoon program.

Ingūna Elere, Co-Founder, Design Studio H2E 
Holgers Elers, Co-Founder, Design Studio H2E

Moderated by: Alan Jacobson, FSEGD, 2025 Fellows Committee Chair

A candid, interactive conversation with the 2025 SEGD Fellows, reflecting on their careers, philosophies, and contributions to the profession. This session offers a chance to learn directly from design leaders whose legacies have shaped the field, while exploring how fellowship can model mentorship, innovation, and responsibility for future generations.

Adam Brodsley
Principal / Creative Director, Volume Inc.

Eric Heiman
Principal / Creative Director, Volume Inc.

Our everyday lives are increasingly consumed by technology, software, and screens. With that has come an emphasis on “problem-solving” and efficiency above all else, whether on our devices or IRL. Adam Brodsley and Eric Heiman offer a practice-first look at what happens when designers of environments and experiences prioritize storytelling, participation, and delight alongside legibility and function. Drawing from a variety of work including Google workplace interventions, a Salinas neighborhood identity, an Eames exhibition, and even a memorial for Harvey Milk, they will explain how architecture, graphics, and co-creative processes intersect to produce places that resonate with people beyond getting from Point A to Point B, and how these site-specific strategies can align stakeholders and embed long-term resonance into projects. 

Takeaways

• Emphasize the site-specificity of design systems to add nuance and depth
• Putting emotion first, problem-solving second, creates more resonance
• Holistic, not just cosmetic, approaches produce better results

Shoshana Wasserman
Deputy Director/Co-Curator, First Americans Museum

Kimberly Rodriguez
Communications Project Coordinator, First Americans Museum

William Smith
Principal, Design Director, Storyline Studio, LLC

This panel explores how design can respectfully and playfully engage Indigenous cultures for diverse audiences. Using the FAMily Discovery Center at First Americans Museum as a case study, speakers will discuss balancing authenticity with accessibility and how storytelling and spatial design can work together to create meaningful, joyful experiences.

Takeaways:

• Cultural narratives belong to the communities that live them.
• Play can be a bridge to complex stories.
• Genuine engagement starts with co-creation.

Brett Hautop
Founder, Workshape

Anthony DeRita
Creative Producer, Blue Telescope

Wrap up the conference with imagination and bold ideas. Join Brett Hautop and Anthony DeRita for a highly interactive, creativity-fueled session where you’ll experiment, collaborate, and challenge your thinking. Through playful exercises, prototypes and shared discovery, you’ll explore the future of human-centered experiences that truly inspire.

Llisa Demetrios
Chief Curator, Eames Institute

How do you take one of the most beloved design legacies of the 20th century and reframe it for the 21st? As Chief Curator of the Eames Institute, Llisa Demetrios is leading that challenge—translating the timeless spirit of Ray and Charles Eames into a living, future-facing model of cultural innovation.

This keynote explores how the Eames Institute is developing bespoke programming that is as forward-thinking as it is rooted in history. From makerspaces and immersive art experiences to accessible open spaces and rotating exhibitions of the Eames Collection, the Institute is curating not just content but experiences—tailored to diverse audiences, designed to spark wonder, and structured to invite active participation. Their partnership with Herzog & de Meuron and EHDD on a new campus in Novato offers a case study in how to honor architectural legacy while creating new pathways for learning and play.

More than a museum, the Eames Institute is positioning itself as a laboratory of curiosity: blending education, design, and public engagement into experiences that inspire exploration, creativity, and community. Llisa’s vision offers a model for how institutions can carry forward legacy while curating innovative futures—bringing our conference themes full circle.

Takeaways:

• Designing bespoke, experiential programming can future-proof cultural institutions.
• Legacy becomes powerful when reframed as an invitation, not a monument.
• Infinite curiosity is a curatorial method: every program sparks new questions, not just answers.