Leading with Vision: Alan Jacobson on the Power of Design to Unite People and Purpose

October 8, 2025

Cybelle Jones

Episode 11: Voices of Experience with Alan Jacobson of Exit Design

Alan Jacobson has spent his career turning organizational vision into lived experience. As Founder and President of Exit Design and Co-Founder of J2, he has helped universities, hospitals, cultural institutions, civic organizations, and mission-driven brands articulate who they are—and make that identity tangible in the built environment. His work spans education, healthcare, arts, science and technology, retail, development, tourism, and public space, always with a throughline of empathy, clarity, and impact.

Rather than separating strategy from design, Jacobson treats them as one practice: align the story, then express it through space, systems, and communication so people feel it, navigate it, and believe it.

From Vision to Experience

At Exit Design, Jacobson leads a rigorous strategy process that begins with listening. He convenes diverse stakeholders to surface core objectives, challenges, and opportunities—then translates those insights into actionable frameworks that guide brand expression and environmental experience. This approach ensures that every direction is grounded in organizational purpose and that the resulting design—whether wayfinding, branded environments, or placemaking—feels inevitable.

That process has shaped projects from the University of Pennsylvania’s campus wayfinding system to the Governor Mario M. Cuomo Bridge Shared Path, where Exit and J2 created interpretive storytelling that connects people to place. In Philadelphia, that same approach informed Open Source, a citywide exhibition with the Mural Arts Program that transformed public space into a living gallery—earning a 2016 SEGD Global Design Award and turning design into a platform for civic dialogue and connection.

As creative director, Jacobson focuses on outcomes: improving quality of life, strengthening organizational growth, and creating environments that foster attraction and affinity. The result is work that performs on multiple levels—clear, beautiful, and coherent across every touchpoint.

Guided by Listening and Trust

Jacobson is a natural convener. He brings together people with different disciplines and agendas, helping teams find common ground and momentum. By framing complexity in human terms, he enables decision-making and unlocks creativity across client, consultant, and community partners. J2 Design extends that philosophy into brand strategy, print and web design, and communications, ensuring message and environment move in lockstep.

Across sectors, the goal is consistent: align purpose with experience so audiences not only understand the story but also feel a sense of belonging within it.

Civic Leadership, Creative Economy

Jacobson’s commitment to design’s public value shows up in his civic roles. He serves as an active board member of Design Philadelphia. He served as Board Chair of both the Arts and Business Council of Greater Philadelphia and is celebrating his 20th year as board chair of the internationally recognized Village of Arts and Humanities in Philadelphia—organizations that connect creativity with community development and opportunity.

His engagement in civic placemaking also extends globally. In partnership with artist and activist Lily Yeh, he helped rebuild the Rugerero Genocide Memorial and Village Project in Rwanda through collaborative art and environmental design, transforming trauma into healing and connection.

This year, Alan launched Lead Lab, a leadership program that supports the creative community through goal setting and workshops with yearly themes such as the Art and Impact of Courage. His contributions to the region’s creative ecosystem have been recognized with the Philadelphia Creative Economy Award and the Professional Excellence Award. As importantly, he is a frequent speaker sharing practical frameworks for experience design and brand strategy with the next generation of practitioners.

Stewardship of the SEGD Fellows

Within SEGD, Jacobson’s influence is both curatorial and cultural. As Chair of the SEGD Fellow Committee for the past two years, he has helped guide the recognition of practitioners whose work advances experiential design’s ambition and impact. His leadership emphasizes inclusivity, rigor, and community—values reflected in his own words about SEGD: a welcoming network of smart, caring, kind, and courageous people.

That spirit—of generous collaboration and shared purpose—animates his work and mentorship. It also reminds us that our field progresses not only through singular projects but also through the communities that make them possible.

A Design Practice Rooted in Care

At the heart of Alan Jacobson’s work is a deep generosity of spirit. He approaches people and projects with genuine curiosity and compassion, always looking for ways that design can heal, celebrate, and revitalize communities. His leadership emanates from those same qualities—an instinct to listen, to connect, and to elevate the collective good.

Jacobson’s practice is not just about defining vision or aligning strategy; it’s about nurturing possibility. He sees every project as an opportunity to bring people together—to create understanding, pride, and joy in the places they share. From the bridges that unite communities to the cultural institutions that reflect shared identity, his work and mentorship reflect an unwavering belief that design has the power to restore trust, strengthen relationships, and build communities that thrive.

For those who know him, Alan’s impact is measured not only in award-winning environments but in the kindness, empathy, and optimism he brings to every conversation. His legacy is one of human connection—a reminder that when we lead with care, design becomes a force for healing and hope.

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Episode 11: Alan Jacobson | SEGD Fellow

In this episode of SEGD’s Voices of Experience series, Alan Jacobson—Founder of Exit Design, Co-Founder of J2 Design, and Chair of SEGD’s Fellow Committee—reflects on a career dedicated to aligning people, place, and purpose. Through his work in branding, strategy, and experiential design, Jacobson demonstrates how design can be a unifying force for growth, equity, and community.

Filmed and produced by Lorem Ipsum on behalf of SEGD.

Learn more about SEGD Fellow Alan Jacobson.

Join us every two weeks as we continue honoring SEGD Fellows whose work has shaped the environments—and experiences—that define our world.