MORNING 8:00-9:00am Registration + Networking Woodbury University | Fletcher Jones Foundation Auditorium 9:15-10:15am Session 1: State of Be + Be(ing) a City The Rise and Fall of Branded Environments Katie Sprague, RTKL Let’s look back at where brand has been over the last hundred years and examine where brand started and how it has impacted our understanding of brand in today’s design culture. Cities and Event Spaces Simon Borg and Brian Mirakian, Populous Activate Cities and urban event districts featuring stadia, areanas, and supporting public spacesare increasingly using brand as an activation element to kick start neighborhoods and reinvigorate places. 10:15-10:45am Morning Break + Sponsor Showcase Check out our sponsor showcase and network with speakers and attendees! 10:45am-12:00pm Session 2: Be Playful, Be Entertained, Be Sold Be Playful: Creating Meaningful Connections with Lifestyle Brands Lucy Holmes, Holmes Wood Design Consultancy Be Entertained: The Stories and Spaces of Escapism Joe Zenas, Thinkwell Be Sold: Consumer Culture and the Future of Retail Hillary Jaye and Tom Horton, Gensler The power of brand is being used to shape the places where we live and play, where and how we are engaged, and entertained, what we consume and how we shop. In essence, for everything. Learn how brand can be playful and how it is being used to create new opportunities for user interaction and engagement. 12:00-1:30pm Lunch Break On your own Get out and explore the surrounding neighborhood in Burbank! AFTERNOON 1:30pm NEXT Justin Molloy, SEGD Get a preview of upcoming SEGD workshops and conferences! 1:30-3:15pm Session 3: Be at Work + Be Well Be at Work: Telling the Workplace Brand Story Graham Hanson, GHD | Graham Hanson Design Branded environments in workplaces tell the story of the collective. From corporate values and histories, to the story of their clients, brand can transform the way we work and engage users in new and relevant ways that matter for work now. Be Well: Transforming Healthcare and Wellness with Brand Peter Dixon and Maria Tazi, Prophet Healthcare in the United States, with its rapid changes has taken on new identity and brand profiles, environments, and services. Take a deep dive into the research, strategy, and alignment processes required to make meaningful impacts on multiple stakeholders and end users. 3:15-3:30pm Afternoon Break 3:30-4:30pm Session 4: Trend Breakouts Technology and Media Brand and Architectural Integration Managing Client and Team Expectations Design and Material Innovation Research and Metrics Attendees select one concurrent moderated session. 4:30-5:00pm Session 5: Being (in)finite: Brand Experience Everywhere Coming to Terms with our Everything and Everywhere Brand Culture A moderated panel dialogue with speakers from the day’s sessions. THANK YOU TO OUR SPONSORS IMG | 2015 SEGD Platinum Industry Partner Color-Ad | 2015 SEGD Gold Industry Partner iZone Imaging | 2015 SEGD Bronze Industry Partner Creo Industrial Arts | 2015 SEGD Supporting Partner SH Immersive Environments | Sponsor SignComp | Sponsor Site Enhancement Services | Sponsor AGENDA Be THE BRAND. THE POWER OF BRANDED ENVIRONMENTS Workshop held at Woodbury University 7500 N Glenoaks Boulevard | Burbank, CA 91504 Fletcher Jones Foundation Auditorium Thursday Evening | SEGD LA Chapter Mixer 6:00-8:00pm | Golden Road Brewing | Glendale | RSVP Required > Optional Friday Morning Tour | Be DTLA 9:30am-2:00pm | Downtown LA | Call to register 202.638.5555 > SEGD Be WORKSHOP LOS ANGELES 08.20.15

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MORNING

8:00-9:00amRegistration + NetworkingWoodbury University | Fletcher Jones Foundation Auditorium

9:15-10:15amSession 1: State of Be + Be(ing) a CityThe Rise and Fall of Branded EnvironmentsKatie Sprague, RTKL

Let’s look back at where brand has been over the last hundred years and examine where brand started and how it has impacted our understanding of brand in today’s design culture.

Cities and Event SpacesSimon Borg and Brian Mirakian, Populous Activate

Cities and urban event districts featuring stadia, areanas, and supporting public spacesare increasingly using brand as an activation element to kick start neighborhoods and reinvigorate places.

10:15-10:45amMorning Break + Sponsor ShowcaseCheck out our sponsor showcase and network with speakers and attendees!

10:45am-12:00pmSession 2: Be Playful, Be Entertained, Be SoldBe Playful: Creating Meaningful Connections with Lifestyle BrandsLucy Holmes, Holmes Wood Design Consultancy

Be Entertained: The Stories and Spaces of EscapismJoe Zenas, Thinkwell

Be Sold: Consumer Culture and the Future of RetailHillary Jaye and Tom Horton, Gensler The power of brand is being used to shape the places where we live and play, where and how we are engaged, and entertained, what we consume and how we shop. In essence, for everything. Learn how brand can be playful and how itis being used to create new opportunities for user interaction and engagement.

12:00-1:30pmLunch BreakOn your ownGet out and explore the surrounding neighborhood in Burbank!

AFTERNOON

1:30pmNEXTJustin Molloy, SEGDGet a preview of upcoming SEGD workshops and conferences!

1:30-3:15pmSession 3: Be at Work + Be WellBe at Work: Telling the Workplace Brand StoryGraham Hanson, GHD | Graham Hanson DesignBranded environments in workplaces tell the story of the collective. From corporate values and histories, to the story of their clients, brand can transform the way we work and engage users in new and relevant ways that matter for work now.

Be Well: Transforming Healthcare and Wellness with BrandPeter Dixon and Maria Tazi, ProphetHealthcare in the United States, with its rapid changes has taken on new identity and brand profiles, environments, and services. Take a deep dive into the research, strategy, and alignment processes required to make meaningful impacts on multiple stakeholders and end users.

3:15-3:30pmAfternoon Break

3:30-4:30pmSession 4: Trend BreakoutsTechnology and MediaBrand and Architectural IntegrationManaging Client and Team ExpectationsDesign and Material InnovationResearch and MetricsAttendees select one concurrent moderated session.

4:30-5:00pmSession 5: Being (in)finite: Brand Experience EverywhereComing to Terms with our Everything and Everywhere Brand CultureA moderated panel dialogue with speakers from the day’s sessions.

THANK YOU TO OUR SPONSORSIMG | 2015 SEGD Platinum Industry PartnerColor-Ad | 2015 SEGD Gold Industry PartneriZone Imaging | 2015 SEGD Bronze Industry PartnerCreo Industrial Arts | 2015 SEGD Supporting Partner

SH Immersive Environments | SponsorSignComp | SponsorSite Enhancement Services | Sponsor

AGENDA

Be THE BRAND.THE POWER OF BRANDED ENVIRONMENTSWorkshop held at Woodbury University7500 N Glenoaks Boulevard | Burbank, CA 91504Fletcher Jones Foundation Auditorium

SEGDBeWORKSHOPLOS ANGELES08.20.15