Passing the Torch: Women Leading the Future of Experience Design

Cybelle Jones

  1. The next generation of women leading the future of experience design. Image courtesy of Kolar Design

A Changing Landscape of Leadership

This past weekend, as I sat beside Jonathan Alger while he chaired the SEGD Global Design Awards jury, we found ourselves reflecting on how much our field has evolved — not just in design innovation but in leadership. When Jonathan and I were both coming up in the world of environmental graphic and exhibition design, most firm leaders were men. Brilliant, visionary men, many of whom would go on to become SEGD Fellows — names like Tom Geismar, Ivan Chermayeff, Lance Wyman, Ralph Appelbaum, Patrick Gallagher, and Wayne Hunt.

  1. Some of our powerhouse design leaders who paved the way. Pictured from left: Wayne Hunt, FSEGD; Leslie Gallery-Dilworth, past CEO SEGD; and design duo David Vanden-Eynden and Chris Calori; FSEGD

Honoring the Women Who Paved the Way

Of course, women have long played vital leadership roles in shaping our field — but often in partnership with male counterparts. Think of Ray Eames with Charles Eames, Denise Scott Brown with Robert Venturi, or Deborah Sussman with Paul Prejza. Many of our most celebrated women in design have been creative partners in powerhouse duos — and rightfully recognized as SEGD Fellows alongside their partners, including Virginia Gehshan, Chris Calori, and Robin Perkins. But for many years, there were only a handful of independent studios founded solely by women. Among the standouts: Kate Keating Associates (now Clearstory), Kolar Design — which will celebrate its 30th anniversary next year — and Studio Joseph, founded by Wendy Evans Joseph in 1998 after she led the design of the United States Holocaust Memorial Museum for Pei Cobb Freed & Partners.

  1. Jane Davis Doggett, FSEGD, one of the earliest pioneers in environmental design, known for her groundbreaking airport wayfinding systems and fearless leadership in a male-dominated field.

  2. Wendy Evans Joseph receives her SEGD Fellow recognition on stage at the 2023 SEGD Conference with SEGD CEO Cybelle Jones — honoring a trailblazing career in exhibition and architectural design.

  3. Kelly Kolar, FSEGD and founder of Kolar Design, shares insights during a mentoring session with past SEGD President John Lutz and an emerging female designer.

And we would be remiss not to recognize Jane Davis Doggett, FSEGD, as one of the earliest pioneers in environmental design. Beginning her career in the late 1950s — a time when few women were working in this space — she carved out a bold and impactful path. After earning her master’s degree, she founded her own firm, Architectural Graphics Associates, in Connecticut and went on to design some of the most iconic airport wayfinding systems in the world. Throughout her long and groundbreaking career, Doggett was often asked whether she faced challenges as a woman in the field. Her response was always delivered with grace and clarity — once quipping, “It’s sort of like asking Henry Kissinger, ‘Did you encounter obstacles working for détente?’” Her legacy reminds us that women have always been here — leading, designing, and transforming the built environment — even if history has not always fully credited their contributions.

  1. Traci Sym, SEGD Board President and founder of +&>; Kathy Fry, SEGD Board Member and past President, Principal of Mayer/Reed; and Cybelle Jones, SEGD CEO and former Principal of G&A

The Rise of the Next Generation

What’s remarkable now is how that narrative is expanding — and quickly. In just the past five years, we’ve seen a generational shift take hold as founding leaders pass the baton to a new era of creative leadership. And increasingly, that leadership is female. Firms are becoming WMBE-certified, woman-owned, or even cooperatively structured, like RLMG, where three of the four partners are female. Hunt Design and Mayer/Reed are examples of several studios evolving under new leadership, with women stepping into principal and ownership roles. And many of the next-generation firms gaining traction in our community are not just inclusive — they’re boldly and intentionally redefining leadership from the inside out.

This evolution is not just about representation — it’s about the impact women are having on the direction, values, and vision of the work. It’s about a more inclusive and collaborative design future, one where diverse leadership helps us create places and experiences that are truly welcoming, equitable, and meaningful for everyone.

As we close out Women’s History Month, I’m struck by how far we’ve come — and how much potential still lies ahead. SEGD has always been about community, mentorship, and lifting one another up. We’re proud to be part of this shift and to support the designers — of all identities and backgrounds — who are redefining what it means to lead in our profession

To the women forging new paths, taking the reins, and mentoring those who follow: we see you. We celebrate you. And we can’t wait to see what you design next.

Explore Women-Led Design Studios

As members of SEGD, you can explore and connect with women-led and WMBE-certified firms through our GlueUp platform. Whether you’re looking for collaborators, mentors, or inspiration, we encourage you to use this resource to support and celebrate the many incredible women shaping our industry. We’re also proud to spotlight a number of women-owned firms in our community — keep an eye on our social channels this week as we tag and share some of these inspiring studios.

Here’s our most up-to-date list of women-led and WMBE-certified member firms.

Women leaders and their firms:

WMBE-certified member firms:

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