Peter Dixon on Brand

“Relentlessly Relevant and Customer Obsessed”

As Chief Creative Officer for New York branding consultancy Prophet, Peter Dixon helps the world’s top brands stay “relentlessly relevant” and “customer obsessed.” At the Be Workshop August 20 in Los Angeles,he’ll focus on healthcare brands, the role of brand and environment in delivering on the promise of patient experience, and why user-focused research is crucial to staying relevant.

SEGD’s Branded Environments (Be) Workshop will cover the landscape of today’s branded environments, demonstrating how brand has the power to transform space, energize the people who use it, and enhance customer experience by reinforcing a sense of meaning. The day-long workshop will include sessions on corporate, healthcare, workplace, entertainment, and cultural branded environments. 

See the full Be Workshop program agenda and get registered!

As Prophet's Chief Creative Officer, Peter brings a unique perspective that blends his background as a designer, architect, and consultant. After earning a bachelor’s degree in mechanical engineering from Louisiana State University, Peter switched to architecture, graduating from The University of Texas at Austin with a master’s in architecture. He has spent his career helping brands express their values in all communications, from media to physical space.Peter’s award-winning programs have spanned all areas of the brand experience, ranging from visual and digital identities to retail concepts and merchandising systems. He has worked for such notable clients as BMW, Citibank, Fiat Chrysler, Delta Airlines, Emart, IBM, Maserati, Microsoft, McDonalds, Nissan, Sprint, Samsung, United Airlines, and Walmart.

Before joining Prophet, Peter helped lead the consulting team on Walmart’s new brand strategy, including its new visual identity and store experience concepts. He also was instrumental in designing Nissan Motors' new dealership concept being implemented worldwide, and a new design for its Infiniti brand outlets. For McDonald’s, he directed the design of a revitalized restaurant concept being executed across the U.S.

At Prophet, he led brand concepting and design for The Cosmopolitan of Las Vegas, a revitalized format for Brunswick Bowling, and the rollout of a refined design concept for Maserati car dealerships in North America. Globally he has worked with Emart, Korea's largest retailer, to develop a new visual identity and three new store concepts, and his team recently completed new logo and visual system design systems for Electrolux and Keurig Green Mountain. He is currently leading the development and prototying of a new brand identity and restaurant design for Qdoba, a Mexican eatery with more than 600 locations.

Peter is a popular public speaker and has been tapped as a source by The New York Times, The Wall Street Journal, Brandweek, Newsweek, Visual Merchandising & Store Design, Convenience Store News, and Advertising Age.

Read Peter’s latest article on branding.

A former SEGD national president, Peter serves on SEGD’s Board of Directors and also serves on the advisory board of the School of Architecture at Northeastern University.

>> See the full program for SEGD's Branded Environments (Be) Workshop August 20 in Los Angeles. We'll see you there!

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