The word "brand" was originated to describe the mark on a cow's butt. Today it covers much, much more than that. Branding is an art form, a short hand for customer preferences, and even a cause for world domination. Katie Sprague, Senior VP at Callison RTKL, covers the long and short of it at Be | The Branded Environments Event Thursday in Los Angeles.
LOS ANGELES – In today’s uber-competitive global marketplace, effective use of design and brand is a powerful differentiator. And beyond clever campaigns in web, print, advertising, and social media, top brands are discovering the latest and greatest frontier: their physical spaces.
What makes a city a brand? How does a constellation of culture, sports, entertainment, and natural attractions link and shine as an experience? Los Angeles is the poster child for city branding, and you’ll find out why at Be |The Branded Environments Event August 20 in The City of Angels.
When Calori & Vanden-Eynden was asked to create graphics for Cornell University’s newest campus facility—a dairy plant added to an existing academic research lab—they decided to have some fun with it. The CVE team covered blank walls with cow spots, creating what one observer calls a “Rorschach meets rawhide” aesthetic that manages to be both witty and sophisticated. CVE identified the building itself with a giant sculptural milk bottle.
Not every project is as big as Texas, and not every client is as ambitious as Texas A&M University, which recently opened its “brand”-new, state-of-the-art Bright Football Complex. But any project can benefit from the Aggie game plan—and Brian Mirakian of Populous will tell you how at the SEGD Branded Environments Workshop Aug. 20 in LA!
Writing the second in a series for Adobe's CMO.com, Prophet outlines three ways innovation can keep your brand "relentlessly relevant."
Branded environments are the ultimate asset for companies that understand the value of expressing their brand in everything they do and every place they do it. What makes a successful branded environment? We asked the designers leading SEGD's Branded Environments (Be) Workshop what is inspiring them right now. You’ll hear more at the Be Workshop August 20 in Los Angeles, but in the meantime, here’s a sneak peek at some secrets to success in branded environments!
Maria Tazi is one of the co-founders of Prophet’s healthcare vertical. She merges her passion for healthcare with all things data, delivering insights driven solutions to strategic challenges. She has worked across healthcare with some of the world’s most admired organizations, including Pfizer, Mayo Clinic, MD Anderson Cancer Center, and Northwestern Medicine, along with P&G, Visa, Equinox Fitness, and HP.
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.
As the Brand Design Director for the Gensler Los Angeles office, Hillary Jaye brings over 25 years of experience in identity, signage, wayfinding and branded environments.
Lucy Holmes, Creative Director of Holmes Wood, graduated with honors from the Rhode Island School of Design. She joined Pentagram Design in 1991 and spent four years working as part of David Hillman’s team.
GKD-USA is well known as an innovative problem solver using advanced weaving technology and engineering know-how. These decorative and functional METALFABRICS for architecture have blazed the trail and set the standards worldwide for interior and exterior applications of metal mesh. Our state of the art MEDIAMESH, a transparent media façade, is engineered, fabricated, and installed by the GKD-USA team.
Brian Mirakian is a Principal at Populous, the world’s leading design firm dedicated exclusively to creating environments that draw people and communities together for unforgettable experiences. Since 1983, the firm has amassed a portfolio of more than 1,000 projects around the globe, including such icons as Yankee Stadium in New York and the London 2012 Summer Olympic Games Main Stadium. In 2013, Populous was named one of the world’s 10 most innovative companies in architecture by Fast Company magazine.
2012 Arrow Award honoree
CRĒO Industrial Arts is a premier fabricator of environmental graphics and custom architectural signage. Since 1984, the company has been producing signage and graphics for projects around the country and the globe.
Learn more about imago!
An exciting new interior signage system from IMG. Learn more at imgsignsystems.com/imago
2014 SEGD Arrow Award honoree
Neiman & Company was established in 1965 and has become a leader in architectural and ADA compliant signage. Their products include interior and exterior identity signage, wayfinding, donor recognition signage, dimensional logos, garage graphics and all aspects of ADA and architectural signage.
Katie Sprague, Senior Vice President at RTKL, leads The Environments Studio, a group that combines the best of branding, interiors and environmental graphics. As a brand strategist, Katie brings complementary components to the traditional RTKL architectural design process, focusing on research, analysis and the human experience. Katie uses a collaborative approach that begins with her clients’ vision and mission, translating those intangible assets into the built environment.
SignComp evolved from a rich and long history of sign fabrication, installation and service dating back to 1948.
2015 SEGD Arrow Award Honoree
The leader in durable exterior and interior custom high pressure laminate signs and graphics. iZone Imaging is an international leader in the custom high pressure laminate (CHPL) market with a fully integrated manufacturing facility centrally located in North America.
2017 SEGD Arrow Award Winner
1975, SH Immersive Environments (formally Système Huntingdon Inc.) At the time of its creation, SHI essentially offered design and fabrication of trade show exhibits, showrooms and display components.
SES Branded Environments is a nationwide turn-key solution for the production and installation of any environmental design package or program. We pride ourselves on our ability to deliver an environment that completely embodies the original design intent. We help provide the best possible solutions within the budget available for the project, often times coming in under budget.
2009 SEGD Green Committee, Distinguished Member Award honoree
Thomas Horton, Senior Associate at Gensler, serves as the firm’s environmental graphic design director in the San Francisco Brand Design Studio.
SEGD London Chapter Chair
Throughout his career, Simon Borg has worked for several multi-disciplinary creative agencies with experiential graphic design being the constant thread through these moves.
2015 SEGD Global Design Awards Jury Chair.
Graham Hanson is a member of the SEGD Board of Directors. Hanson studied at Iowa State University and the Lorenzo de’ Medici Institute in Florence, Italy. Prior to founding Graham Hanson Design in 1997, he was with Vignelli Associates, where his projects included the identity and an environmental design and wayfinding system for the Guggenheim Museum
Joe Zenas is a past board member of SEGD and the Chief Executive Officer of Thinkwell.
Joe joined Thinkwell in 2003 and is the Thinkwell principal responsible for leading the direction of the company and new growth opportunities, corporate strategies, strategic alliances and intellectual property partnerships. Joe is also the executive producer for numerous projects including: