2020 BE Speakers on the Loose! Who will you see in Vegas?

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With ground-breaking speakers come record-breaking attendance

Branded Environments hit another record-breaking attendance year in 2019 and this year poses to be no different. If you were there, you get the hype. If you weren’t, well… each year this event grows and with a great line-up of speakers positioned to take the Vegas stage later this month, the 2020 SEGD Branded Environment event—alongside Digital Signage Expo (DSE)—is set to be bigger and better than ever!

This year’s Branded Environments program will feature a diversely skilled line-up of speakers whose work spans the globe. Learn from bright, innovative leaders who are challenging the traditional expectations of how brand impacts environment.

Speakers at this year’s Branded Environments event will include:

Michael Gericke, Partner, Pentagram: Michael’s work frequently crosses between image making, communications and the built environment, and encompasses a wide-range of design areas, including visual identities, environmental graphics, wayfinding, exhibitions, media programs, and advertising. Additionally, Michael has received hundreds of accolades from design associations and museums, including Fortune magazine’s Beacon Award for the creation of outstanding strategic design programs.

Jean-Pierre Lacroix, President, Shikatani Lacroix: With over 30 years of industry experience, Jean-Pierre has garnered a reputation as a visionary design thinker, strategist, author, and speaker. Through an unwavering focus on future-proofing brands, Jean-Pierre is driven to produce measurable results through strategic insights that help brands own the at-purchase moment. Along the way, he has served as a board member of numerous associations and councils, as well as authored four books.

Melissa Hoffman, Principal and Studio Leader, LAB at Rockwell Group: Cross-skilled in technology, strategy and architecture, Melissa guides innovation within built environments—developing new software and compelling virtual experiences—at the LAB at Rockwell Group. Since 2006, Melissa has continued to grow relationships with some of the greatest multi-national brands, including Google, Intel, The Coca- Cola Company, and The Walt Disney Company.

Greg Merkel, Creative Director, ICRAVE: As Creative Director, Greg leads ICRAVE’s branding, digital experience, and design work across mixed-use residential, hospitality, restaurants, and airport projects. Greg is an award-winning designer with projects that span the globe. Most recently, his projects have included leading strategy and design for the world’s first ever e-sports complex, Complexity Gaming, which is part of the Dallas Cowboys new campus in Frisco, Texas.

Aaron Ruef, Account Director, Retail, FRCH-Nelson: Aaron oversees all facets of project development from concept through construction administration as well as manages the project team’s direction for project flow and efficiency. His professional experience includes, Cincinnati Reds, Busch Gardens Entertainment, YUM! Brands, NASCAR iDrive, Red Mango, and many others.

Jansen Dell, Director of Creative Operations, Cincinnati Reds: Jansen works to facilitate new brand development for the Cincinnati Reds while also leading a team in analyzing wayfinding solutions to help fans move easily throughout the ballpark. Additionally, Jansen supervises and facilitates all Cincinnati Reds creative projects to ensure effective processes and consistency across all messages and marketing.

Stuart Fox, Author and Senior Content Designer, ESI Design: Stuart is an accomplished digital storyteller and journalist who employs his interdisciplinary experience to craft engaging, educational, and emotional narratives—acting not only as a writer, but a story designer. Stuart’s previous work experience includes working as an exhibitions developer, journalist, and more.

Scott Dawald, Managing Director, Dimensional Innovations: With more than two decades of design experience, Scott leads a diverse team of designers, account managers, and project managers. His expertise within the design industry spans interior architecture, experience design, and environmental graphics and how they can be used for storytelling. 


For more information on this year’s 2020 Branded Environments, held in partnership with DSE, download the complete BE event agenda PDF.

BE there. Join SEGD and register for your spot in Vegas today!

The 2020 BE sponsors include Designtex, SES Branded Environments, Rainier, bluemedia, Senovva, DCL, Color-Ad, Shikatani Lacroix Design (SLD). Thank you for all your support.