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SEGD Be Agenda Brief

SEGD’s Be | Branded Environments Workshop returns on Thursday, August 20 at Woodbury University in Burbank, CA (Los Angeles).

Be is SEGD’s premier event focusing on the nexus and state of brand, identity, and place showcasing the power of branded environments and experiences and how they are activating and transforming the places we live, play, work, and rest in! This year be will feature a diverse matrix of globally connected speakers working across all industries who will share their experiences, insights, case studies, and lessons learned on how they leveraged the power of brand for their clients, users, and the spaces they intersect with. Attendees of SEGD Be will be a part of a day long journey that slices though the various market segments of brand through a series of curated talks, moderated discussions, focused trend roundtables, and networking with peers and the movers advancing brand and identity in the built environment.

Speakers from RTKL, Gensler, Populous, Thinkwell, Prophet, Holmes Wood, Graham Hanson Design, and many others will be joining us as part of the day. Whether you are local to California or a plane ride from LAX, you can’t miss out on this event!

The SEGD Los Angeles Chapter will be hosting a mixer Thursday evening that all attendees are invited to join. Additionally SEGD will be offering a premiumBe DTLA tour on Friday, August 21. Be DTLA will take attendees on a curated tour of Downtown Los Angeles newest and most noteworthy placemaking and branded experiences. We will have an opportunity to also tour some of the local offices of our speakers and hear about how the experience of Downtown LA is transforming, and how brand, placemaking, and identity are all a vital part of that!

Add on the Be DTLA tour to your Be registration for only $50.00. Call SEGD to register today or email [email protected]


SEGD Be DTLA Tour: Brand, Identity, and Place
Friday, August 21 9:00am-3pm

Transportation to tour on your own
We recommend parking at Pershing Square and take Red/Purple Metro or Uber/Lyft to Union Station


  • Union Station with Selbert Perkins
  • Grand Park with WeidnerCA
  • Downtown LA Starchitecture from the 90s through today
  • Callison RTKL Tour
  • Grand Central Market
  • Gensler Tour
  • Midcentury DTLA landmarks
  • Old Downtown and Ace Hotel
download full agenda
Photo of Maria Tazi, Prophet
Maria Tazi
Joe Zenas headshot
Joe Zenas
Graham Hanson
Graham Hanson
Brian Mirakian, Populous
Brian Mirakian
Photo of Hillary Jaye, Gensler
Hillary Jaye
Headshot of Peter Dixon, Prophet
Peter Dixon
Lucy Holmes
Lucy Holmes
Simon Borg
Simon Borg
Katie Sprague, RTKL
Katie Sprague
Tom Horton
Tom Horton
Event Register Physical
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Revisiting Past Branded Environments: New Uploads on SEGD’s YouTube page

Revisiting Past Branded Environments: New Uploads on SEGD’s YouTube page

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Thinking about joining SEGD’s next event, Branded Environments? On the fence about if you should register or not? Here is a sneak peek at what Branded Environments is all about! Check out some videos from previous Branded Environments events on our new YouTube page to get a taste of what you’ll hear at this year’s event.

Katie Sprague at SEGD Branded Environments 2015

To Be or Not to Be? The Rise and Fall of Branded Environments

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.

LAX airport sign

What Makes a City a Brand? Find out in LA!

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

For the Fun of It: 8 Ways to Add Play to Branded Environments

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

Enhancing Branded Environments through User-Centered Design

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!

WAF London

8 New Branded Environments You Can Learn from Now

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!

Peter Dixon, Prophet

Peter Dixon on Brand

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.

Sponsors Header Graphic

Click here for the BE Workshop sponsorship packet.

Interested in sponsorship? Contact: Kristin Bennani Director of New Business [email protected] | 202.713.0413 Kathleen Turner [email protected] | 703.657.9171