2015 Branded Environments

Katie Sprague at SEGD Branded Environments 2015

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.

LAX airport sign

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.

Cornell University Stocking Hall

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.

Brian Mirakian, Populous

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."

WAF London

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!

Photo of Maria Tazi, Prophet

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. 

Peter Dixon, Prophet

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.

Photo of Hillary Jaye, Gensler

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.


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