2025 SEGD Wayfinding + Placemaking | 2025 SEGD Branded Environments | Society for Experiential Graphic Design

Event Details

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Note: Registration for this event is handled through a separate platform due to our partnership with ISA Sign Expo. Please disregard the default SEGD registration button above, as it does not apply to this event.

SEGD is bringing our bi-annual events, SEGD Wayfinding + Placemaking and SEGD Branded Environments, to Las Vegas this April. This year's theme, Transformation, highlights the monumental changes shaping the world of experiential design. SEGD's events will emphasize transforming spaces–connecting people, and transforming brands–creating experiences; showcasing case studies and strategies for creating meaningful, inclusive, and innovative environments.

2025 SEGD Wayfinding + Placemaking | Wednesday, April 23

Discover the transformative impact of design at 2025 SEGD Wayfinding + Placemaking. Explore how wayfinding and placemaking play a pivotal role in creating meaningful connections between people and their environments. Industry leaders will share insights into how intentional design enhances navigation, reinforces spatial identities, and elevates user experiences, all while cultivating deeper connections to our shared spaces.

2025 SEGD Branded Environments | Thursday, April 24

Immerse yourself in 2025 SEGD Branded Environments, an event exploring the future of storytelling in experiential design. Leaders in branded environments will explore the impact of leveraging tools, technologies, and trends to transform passive audiences into active participants, dedicated fans, and brand ambassadors. Discover how storytelling and engagement shape branded spaces, creating powerful connections between people and places to create impact.

Registration

Take advantage of our special combo rate when you register for the two-day SEGD Event Rate to attend both SEGD Wayfinding + Placemaking (Wednesday, April 23) and SEGD Branded Environments (Thursday, April 24).

Two-day SEGD Event Rate: $525 for SEGD Members | $700 for Non-Members
One-day SEGD Event Rate: $300 for SEGD Members | $400 for Non-Members
Special Discounts: Educators, students, and SEGD Chapter Chairs are eligible for additional discounts. Contact Rachel Moran at rachel@segd.org to receive a discount code for registration.

By registering for the two-day SEGD event, you'll gain access to a full spectrum of learning opportunities, with educational sessions from SEGD Wayfinding + Placemaking and SEGD Branded Environments, as well as ISA Education sessions. More insights, expert guidance, and chances to dive deep into topics that could transform your work. All SEGD event attendees have the opportunity to attend sessions at the ISA Expo Learning Lounge, network with both organizations, and explore the expansive ISA International Sign Expo trade show floor.

If you're only able to join us for one day, you'll still walk away with tons of valuable content. With the one-day SEGD registration, you'll have access to all the SEGD education for that day—so you can still get the cutting-edge knowledge you need to stay ahead. Plus, all SEGD event attendees have the opportunity to attend sessions at the ISA Expo Learning Lounge, network with both organizations, and explore the expansive ISA International Sign Expo trade show floor.

Tours

Optional tours are available on Tuesday, April 22 at $75 for SEGD Members and $125 for Non-Members. The tours will be between 2:00-4:00 pm PT. Specific tour times and details will be shared closer to the event. On Friday, April 25, a guided SEGD tour of the ISA International Sign Expo trade show floor will be offered. This is a complimentary tour for registered SEGD participants. Space is limited and advance registration is required. Additional details about the ISA International Sign Expo trade show floor tour will be provided soon.

This SEGD event is co-located at the ISA International Sign Expo in April at the Mandalay Bay Convention Center in Las Vegas.

Hotel and Travel Recommendations The deadline to book a room on the official ISA Hotel Room Block is March 24, 2025.

Agenda

April 23, 2025
April 24, 2025

April 23, 2025

Main Schedule

7:30 AM - 8:30 AM

Registration

South Pacific Registration Desk (Level 0)

8:30 AM - 8:45 AM

Welcome to Wayfinding + Placemaking

Location: Islander Ballroom - Salons FG

Emily Payne

Jonny Peterson

Cybelle Jones

Liz Griswold

8:45 AM - 9:15 AM

Making and Marking the Moment

Location: Islander Ballroom - Salons FG

Ethan David Kent

9:15 AM - 9:45 AM

The Power of Diverse Perspectives

Location: Islander Ballroom - Salons FG

Jessica Lo Ibarra

Jaclyn Marlo

Jesse Wetherill

9:45 AM - 10:00 AM

Morning Wrap-up

Location: Islander Ballroom - Salons FG

10:00 AM - 10:30 AM

Networking Break - Sponsored by SignAgent

Location: Islander Ballroom

10:30 AM - 10:45 AM

Neon, Nostalgia, and the New Frontiers

Location: Islander Ballroom - Salons FG

Aaron Berger

10:45 AM - 11:20 AM

A Walk Through the Forest - Sponsored by Nanolumens

Location: Islander Ballroom - Salons FG

Kathy Fry

Sara Schmidt

11:20 AM - 12:00 PM

Enhancing the Lumen Field Experience

Location: Islander Ballroom - Salons FG

Jeff Lancaster

Mike McCarthy

12:00 PM - 1:00 PM

Lunch on your own

1:00 PM - 1:45 PM

Transforming Transit

Location: Islander Ballroom - Salons FG

Ray Dang

Chantal Frances

Justin Molloy

Muhammad Rahman

Jessica Wolf

1:45 PM - 2:30 PM

Breaking Barriers to Accessible Design

Location: Islander Ballroom - Salons FG

George Lim

Simon Majarian

Jessica Schrader

2:30 PM - 3:00 PM

Networking Break - Sponsored by Nova Polymers

Location: Islander Ballroom

3:00 PM - 3:30 PM

Accessible by Design

Location: Islander Ballroom - Salons FG

Taekyeom Lee

3:30 PM - 4:00 PM

Placemaking as Community Building: Creating Lavender Hill, Denver’s first Queer cultural district

Location: Islander Ballroom - Salons FG

Zach Kotel

4:00 PM - 4:45 PM

Empathy, Identity, & Landscape - Sponsored by DCL

Location: Islander Ballroom - Salons FG

David Rubin, PLA, CPRP, FASLA, FAAR

4:45 PM - 5:00 PM

Wayfinding + Placemaking Wrap-up

5:00 PM - 7:00 PM

SEGD Mixer

Location: Aurora, Luxor Hotel & Casino

Sponsors and Partners

Speakers

Emily Payne

2025 SEGD Wayfinding + Placemaking; 2025 SEGD Branded Environments Co-chair; Director of Experience Design, Principal at HOK

Jonny Peterson

2025 SEGD Wayfinding + Placemaking; 2025 SEGD Branded Environments Co-chair; Design Director, Associate of Gensler

Cybelle Jones

CEO of SEGD

Jill Ayers

Founder and Creative Director of Airspace

Aaron Berger

Executive Director of The Neon Museum Las Vegas

Michael Casper

Vice President of Business Development at AREA15

Tiffany Chen

Vice President / Principal at sky design & ASD|SKY

Nicole Dalton, RID

Director of Hospitality at Gensler

Ray Dang

Senior Graphic Designer at Metro Los Angeles

Chantal Frances

Architecture Lead at Michael Baker International

Kathy Fry

Principal, Owner at Mayer/Reed

Liz Griswold

Director of Education and Experience at SEGD

Brett Hautop

Founding Partner at Workshape

Jay Highland

Executive Vice President, Creative at WD Partners

Jacqualynn Karsten

Director - Project/Program Management of MGAC

Ethan David Kent

Executive Creative Director of Freeman

Zach Kotel

Senior Designer at Ashton Design

Jeff Lancaster

Creative Director of Experience Design at HOK

Taekyeom Lee

Associate Professor of Graphic Design at Indiana University Bloomington

George Lim

Founding Partner and Creative Director of Tangram Design

Jessica Lo Ibarra

President at GV Group

Simon Majarian

Associate Principal at SKA Design

Jaclyn Marlo

Design Director of GV Group

Mike McCarthy

Vice President at DCL (Design Communications Ltd.)

Justin Molloy

Manager, Wayfinding and Signs at Metra

Esther Nunes

Design Director of Interior Architects

Sarah Ouellet

Creative Director of Float4

Amy Owen

Principal at OCD llc

Ricki Pasinelli

Head of Brand and Strategic Partnerships at Immersion Neuroscience

Jemma Radick

Design Director of Studio SC

Muhammad Rahman

Assistant Professor at College of DAAP, School of Design, University of Cincinnati, OH

David Rubin, PLA, CPRP, FASLA, FAAR

Founding Principal at DAVID RUBIN Land Collective

Sara Schmidt

Designer and Creative Director of Sara Schmidt Design

Jessica Schrader

Project Director / Associate of Entro

David Schwarz

Founding Partner at HUSH

Jonathan Ullman

President and CEO of The Mob Museum

Jesse Wetherill

Director of Sales at GV Group

Jessica Wolf

Wayfinding Lead - Americas Region at Arup

Emily Payne is the Director of HOK’s Experience Design group. Throughout her career, she has focused on designing and managing for the built environment, from wayfinding to branded environments to exhibits. Emily weaves her passion for brand and graphic design into the architectural world, combining a collaborative approach with sharp business acumen. For the last twenty years, she has lead signage and experiential graphics projects at HOK, for corporate headquarters, collegiate and professional sports, as well as campus and parks projects. Highlights include Norfolk Southern Headquarters in Atlanta, WPP Campus at 3 World Trade Center, Cargill Protein Headquarters in Wichita, Hard Rock Stadium Masterplan in Miami, and several collegiate sports stadiums, arenas, & training facilities.

As Design Director in Gensler's Brand Design practice, Jonny leads teams in crafting innovative, story-driven graphic programs that address every aspect of brand strategy—from multimedia communications, to signage & wayfinding solutions, to iconic sculptural landmarks. His creative leadership spans both coasts, with work based out of the DC and LA offices on projects worldwide, transforming development projects of all scales.

Prior to Gensler, Jonny lead signage and wayfinding efforts for high-profile developments at Selbert Perkins Design. Notable projects include the Wilshire Grand Tower in Downtown LA, the Gemological Institute of America, and The Baha Mar Resort in the Bahamas.

His work has been honored with multiple awards, including the IIDA Best of Asia Pacific 2018 for Hyundai Card's Studio Black in Seoul, and the Rethink Dupont Competition for a public art sculpture in Washington, DC. A strong advocate for branded storytelling in the built environment, Jonny actively contributes to the design community as a volunteer with the local arts organization Dupont Underground, and serves as Co-chair of the Washington, D.C. SEGD Chapter.

Infusing over two decades of design excellence into her role as CEO of SEGD, Cybelle Jones is not just a leader but a passionate advocate for the transformative power of experience design. Firmly grounded in the conviction that design has the capability to engender positive change, Cybelle drives her multidisciplinary community to create experiences that intimately connect people with places.

As the helm of SEGD, a non-profit member organization, Cybelle champions education, innovation, and design excellence. She works tirelessly to inspire the design of more equitable, sustainable, and user-centric environments, reflecting her belief in the pivotal role design plays in shaping our world.

Before taking the reins at SEGD, Cybelle etched a notable career as Principal of G&A. Her 25+ year tenure saw her lead several acclaimed design projects, including the National WWII Museum, the International Spy Museum, and the U.S. Olympic and Paralympic Museum. These high-profile undertakings not only attest to her design prowess but also her ability to infuse creativity with strategic insights.

Cybelle’s influence extends beyond SEGD. As a thought leader, she has addressed audiences at prestigious forums like AAM, the V&A, FIT, AIGA, and MuseumNext. Her active involvement on various boards sees her push the boundaries of experience design, contributing to the evolution of the profession.

Driven by passion, guided by experience, and committed to innovation, Cybelle Jones is a beacon in the realm of design, illuminating the path to a more user-centric, equitable, and sustainable future.

Jill Ayers is the founder and creative director of Airspace, an award-winning experiential graphic design firm based in Brooklyn, NY. With a deep understanding of the design industry, she brings over two decades of expertise in crafting compelling visual and spatial experiences for brands, developers, and cultural institutions. 

A graduate of the University of Michigan with a BFA in Industrial and Graphic Design, Jill has built a career working with leading global brands such as Sony USA, Warner Media, CrowdStrike, and Lyft, as well as real estate developers specializing in adaptive reuse and ground-up projects, including Jamestown Properties and New City. 

Under her leadership, Airspace has earned recognition from prestigious organizations such as SEGD, AIGA, the Type Directors Club, Graphis, and the AZ Awards, with work featured in multiple publications.

Before founding Airspace in 2015, Jill held key roles in the industry, including positions at Two Twelve Associates and Gensler, President and Board member of SEGD, and founding member of the Everyspace furniture collective. She has also contributed to education as an instructor at Parsons The New School for Design. 

Jill’s passion for design extends beyond aesthetics—she is dedicated to shaping environments that engage, inspire, and tell meaningful stories.

With 20-plus years of experience in museum leadership, nonprofit fundraising, and community engagement, Aaron Berger joined The Neon Museum in Las Vegas in July 2021 as executive director.

Since then, Aaron and his leadership team have emphasized learning opportunities through guided tours in Spanish and English that provide the history of Las Vegas, architectural voices, and even pop culture movies. The K-12 program offers curriculum-based lessons in STEAM, Social Justice, and Industry. In an effort to expand accessibility to education, the Museum has launched an initiative with Title 1 schools to receive free tours, lesson plans, and bus accommodations and SNAP/EBT cardholders receiving free or dramatically reduced admission to the Museum’s offerings. Further, the Museum has launched Duck Duck Shed, a celebration of Las Vegas Architecture, Design + Culture that welcomed over 3000 attendees in its first year alone.

Under Aaron’s leadership, The Neon Museum has enjoyed regional, national, and international media attention through print, web, podcast and television. The Neon Museum was recognized alongside The Metropolitan, The Getty, and the Smithsonian as one of the top 27 museums in America by Travel + Leisure and USA Today awarded “The Best Pop Culture Museum.” Museum leadership has become the authority on arts & culture and architecture in Las Vegas by the National Trust for Historic Preservation, Travel Weekly, The Times, Forbes, and more.

Michael Casper serves as vice president of business development for AREA15, the
world’s first purpose-built immersive entertainment district located minutes from the Las
Vegas Strip. Offering live events, immersive activations, monumental art installations,
extraordinary design elements, unique retail, ground-breaking technology, bars and
eateries and much more, AREA15 continues to grow in Las Vegas. Welcoming more than
13 million visitors since opening its doors in 2020, AREA15 Las Vegas is expanding
across 20 acres to its north and will soon welcome even more immersive destinations,
including Universal Destinations & Experiences’ new, year-round horror entertainment
experience Horror Unleashed.
As vice president of business development, Casper’s primary responsibility is to develop
and implement strategies for partnership evolution and success, ensuring financial growth
and improved guest experiences. In addition, Casper spearheads new business initiatives
with a focus on uncovering unique new profit streams, delivering powerful experiences
for brand partners and guests alike.
Casper brings a wealth of knowledge and expertise through more than 10 years of
experience in hospitality, entertainment venue operations and enhancing guest
experiences both domestically and in European markets with his previous experience at
Hard Rock Hotel & Casino and AEG Europe. During his time at AEG, he opened sports
and entertainment arenas in both London and Istanbul.
From strategic brand partnerships to leadership, Casper is also a passionate speaker
available for conferences and conventions.
Casper received his bachelor’s degree from Washington University in St. Louis.

Tiffany leads sky design: a national branding, signage, and graphics studio operating out of Atlanta, San Francisco, Tampa, Washington, D.C., and Nashville. With over twenty years’ experience, Tiffany works with her sky team in completing national wayfinding and brand-visible projects in a variety of industries and markets. She is involved with all aspects of sky’s current and future business, management of the design teams, and playing a key role in projects through direction, strategy, execution, and maintenance of the project tone, vision, and needs. As part of parent company ASD|SKY, she also leads designers within other studios, working towards completion of intensive, integrated, beautiful solutions of quality. A first-generation American, Tiffany is an alumna of Auburn University, loves communicating stories for all dimensions and environments, as well as continuously being a part of successful projects. Outside of work, Tiffany serves as a Girl Scout leader and board member of Westside Atlanta Charter School, and she has co-founded and co-manages Two Mommies Atlanta, an online and in-person platform for lesbian families in and around Atlanta. She finds personal satisfaction being with her wife, kids, and crazy dog either crafting, building, reading, hiking, camping, or being on the water.

Ray Dang is a Graphic Designer with Metro in Los Angeles.
Ray Dang earned his Bachelor of Arts (BA) in Graphic Design from the Art Center College of Design.
Ten years ago when Metro hired Creative Director Michael Lejeune they gave him a simple Brief. Make Metro Cool. And that is precisely what the design department has been achieving every since. In the ten years since, Metro’s design studio, interactive design team and customer environments group have fueled a creative transformation that includes fleet design, ad campaigns, a complete signage program, branded merchandise, fare media, maps, timetables and Metro’s website and mobile apps. Every aspect of the agency’s internal and external communications has been redesigned or visually aligned to reinforce the Metro brand.
Metro is the Los Angeles County Metropolitan Transportation Authority. It is unique among the nation’s transportation agencies, in that it serves as transportation planner, coordinator, designer, builder and operator for one of the country’s largest, most populous counties. Nearly 10 million people—one-third of California’s residents—live, work and play within its 1,433-square-mile service area in Los Angeles County.
Ray has also worked for the Taproot foundation as a graphic Designer.

Chantal is Architectural Department Lead, Senior Architect, Project Manager and a Transit Cheerleader! In addition to Architectural Design experience in sports and entertainment, museums, historical renovations, and Transportation and Aviation, she has a background in program management and construction management. She has been serving public and transportation clients as well as a variety of institutional clients for almost 20 years. As a leader of multi- disciplinary teams on complex and dynamic projects and operational and public environment she stewards . Chantal has successfully led many high-profile projects for public sector clients focusing on transit and transportation for the last 10 years. Clients served include SEPTA, CTDOT, Metra, Amtrak, PHL International Airport, Smithsonian and others. She has been design manager for SEPTA’s Metro Program for the implementation phase and is currently Project Manager for the Metra Systemwide Signage program. Chantal knows that our transit facilities are some of the most significant civic spaces in our cities and towns. She uses her Construction and Program Management background to problem solve the challenges of implementing and delivering infrastructure projects in operational environments.

Kathy Fry is a current SEGD Board Member and the 2024 SEGD Past President. She has served on the SEGD board since 2016, co-founded the SEGD Portland Chapter and was Chair of the 2019 SEGD Global Design Awards.

Kathy is a principal at Mayer/Reed, a Portland, Oregon based design studio providing visual communications, interior design, urban design and landscape architecture. She directs the visual communications and interiors group in the design of signage, wayfinding, interpretive elements, landmarks and branded spaces for civic, transportation, cultural, healthcare, education, mixed-use and corporate settings.

Her portfolio includes the Vancouver Community Library (Vancouver, WA), Bud Clark Commons (Portland, OR), San Ysidro Land Port of Entry (San Ysidro, CA), OMSI District Wayfinding (Portland, OR), TriMet Orange Line (Portland, OR) and University of Washington Urban Solutions Center (Tacoma, WA).

Kathy’s work has been recognized with awards from the Oregon Chapter of the American Society of Landscape Architects and SEGD. Her projects are featured in Wayshowing>Wayfinding and Signage and Wayfinding Design: A Complete Guide to Creating Environmental Graphic Design Systems, 2nd Edition.

She is an honors graduate of Portland State University where she earned a Bachelor of Science in Graphic Design and a minor in sociology.

Liz Griswold is the Director of Education and Experience for SEGD. She is responsible for managing a portfolio of key internal projects and initiatives for the organization. With her focus aimed on strategic integration, Liz is responsible for the communication, management and logistical support of targeted milestones and projects. She contributes to knowledge-sharing efforts and coordinates with external partners and consultancy firms. Liz joined the SEGD staff in 2022, and has been an active professional member since 2005. In 2017, Liz co-founded the SEGD Raleigh Chapter, where she served as a Chapter Co-Chair from 2017 – 2022, and received the 2022 SEGD Chapter Chair Award. She also served as co-chair for the SEGD Emerging Experiential Professions (previously YDS) from 2020 – 2022. Prior to joining SEGD as a staff member, Liz Griswold led the Experiential Graphic Design markets for two different A/E firms.

Liz Griswold holds a B.S. in Graphic Arts from the S.I. Newhouse School of Public Communications at Syracuse University, with a concentration in public relations and a minor in English.

Brett Hautop is the founder of Workshape, a boutique creative agency that designs meaningful connections between work and place. Through strategic consulting and the innovative Workshape Labs, he helps organizations create environments and experiences that attract talent and empower teams to do their best work together.

With over 25 years of architecture, design, and workplace leadership expertise, Brett has established himself as a workplace innovation leader. He founded his first architecture practice at 29 (later incorporated into Gensler), led global workplace at LinkedIn, and has also served as an adjunct faculty member at his alma mater, North Carolina State University.

Brett serves forward-thinking organizations seeking to radically adapt their workplace experiences to help get the most out of getting together. His human-centric approach emphasizes creating thriving environments where people genuinely want to be, fostering intentional community building and meaningful connections.

Find Brett and Workshape's insights on workplace innovation at theworkshape.com and connect with him on LinkedIn to join the conversation about the future of work.

As EVP, Creative at WD Partners, Jay is both an orchestrator of teams and a catalyst for innovation. His 30 years of brand experience encompasses all phases of the retail strategy and design process, solving clients’ real-world business problems via “big ideas” in brand-right concepting, prototyping, and scaled implementation. He’s partnered with many of the world’s premier brands, including Nike, Starbucks, The Home Depot, Target, Verizon, Whole Foods, Hershey, Walmart, and Sweetgreen. An avid world traveler and always-curious consumer, Jay connects the dots of global experience and delivers inspiration and provocation to push teams toward new ideas and innovative solutions.

Jay’s work has been recognized by numerous industry publications, including Fast Company, Design:Retail, and VMSD, and he was honored as an industry Design Influencer in 2019. He is a featured speaker with appearances at industry events, such as IRDC, GlobalShop, EuroShop, Design:Retail Forum, and NRF. Jay sits on the VMSD Editorial Advisory Board.

Jacqualynn Karsten is an experienced professional with over 20 years of comprehensive experience in the commercial construction and real estate industry. A driven individual, she provides results that yield significant value. Jacqualynn is an excellent communicator who successfully oversees a project team as it works to establish and maintain overall project budgets and schedules while supporting strategy and growth potential. She is responsible for collaborating with key stakeholders to support the development of a project’s life cycle. Jacqualynn's work with clients such as T-Mobile and Tiktok included submittal management and constructability insight, design and vendor selection and liaison, and provision of oversight on installations and inspection requirements for occupancy.

Having earned notable success as a conceptual thinker, designer, writer, programmer, and photographer, Ethan David Kent's career has already spanned multiple creative disciplines. Self-taught and self-motivated, he brings a unique vision and technical skillset to an approach that sometimes defies logic.

Early on, his work in advertising for clients like Audi, J.P. Morgan, Chase, Chevron, Central Park, Kraft, and the U.S. Olympic Committee pushed the boundaries of what's possible in all media and won an exhaustive collection of industry awards. Later, his photo assignments took him across the globe, introducing him to places he never thought he'd see and people he would never forget. The insights and perspectives gained from these experiences would become the foundation for his current aesthetic and process.

Today, his event design and installation work for Freeman elevates brands and connects fans in unique and exciting ways. From general sessions that rival the theatricality of Broadway to expo floors that look and feel like a walk in the park, his "convention-defying" concepts for clients across tech, finance, healthcare, hospitality, and other verticals transform unlikely spaces into unforgettable destinations and moments that matter.

Whatever the challenge, Kent's solutions derive from creative strategy and strategic creative. They are united by a holistic view of the world and an understanding of the people who live in it. "I believe one person can make a difference, and together, we can make things better."

Zach Kotel is a Denver-based artist, designer, and LGBTQ+ grass-roots cultural advocate whose work spans branding, placemaking, experiential design, and public art. With a passion for storytelling and a commitment to creating meaningful, inclusive spaces, he merges artistic expression with functional design to shape the world around him.

A graduate of the University of Puget Sound, Zach studied Studio Art with a focus on painting alongside French Literature. His academic journey took him to Paris, where he furthered his education at the Institut Catholique de Paris and the Académie de la Croix-Nivert and he spent time teaching in French elementary schools after graduation. His time in France not only deepened his artistic perspective but also allowed him to achieve fluency in French, enriching his ability to engage with diverse creative and cultural traditions.

As a Senior Designer at Ashton Design, Zach specializes in environmental and experiential graphic design, branding, and public-facing design solutions. His holistic approach ensures that every project—whether a brand identity, a large-scale public installation, or a wayfinding system—is visually compelling and deeply rooted in concept and purpose. His work has been recognized by Communication Arts, HOW International Design Awards, and Graphis.

Beyond design, Zach is an accomplished artist and ceramicist, creating pieces that blend history, tradition, and modern aesthetics. His art has been exhibited both locally and internationally, including in the permanent print collection at the Hubei Institute of Fine Arts in Wuhan, China.

Zach is also the co-founder and executive director of the Lavender Hill Cultural District, a nonprofit initiative dedicated to establishing Denver’s first Queer cultural district. This initiative seeks to preserve and celebrate LGBTQ+ history while fostering community engagement through art and placemaking.

As an active member of the creative community, Zach serves as a Co-Chair for the SEGD Denver Chapter and is a member of AIGA Colorado. Through his work in design, public art, and cultural advocacy, Zach hopes to push boundaries, create inclusive spaces, and inspire future generations of artists, designers, and LGBTQ+ people.

Placemaking as Community Building
Placemaking as Community Building will discuss how the Lavender Hill Cultural District in Denver, CO uses placemaking to honor LGBTQ+ history, foster belonging, and reclaim space in the built environment. Through storytelling, design, and cultural preservation, this talk will showcase how placemaking can empower marginalized communities, strengthen connections, and shape inclusive, vibrant public realms.

With over 25 years of expertise in the dynamic realms of architecture and experiential graphic design, Jeff has transformed spaces into immersive experiences that captivate and inspire. His visionary approach bridges the gap between functionality and creativity, crafting environments that leave lasting impressions.
Having collaborated with a roster of renowned clients, including Microsoft, Bank of America, Comcast, Invesco, and professional sports organizations such as the Seattle Seahawks, Jacksonville Jaguars, and the Orlando Magic. Jeff has established himself as a trailblazer in the industry and his work at iconic venues like Lumen Field reflects a commitment to innovation and storytelling, ensuring that each design resonates with its audience.
As Creative Director of HOK’s Experience Design team, Jeff leads a team of strategists and designers in the development of experiential strategy and graphic design across the entire spectrum of HOK projects in sports & recreation, workplace, aviation, justice, and healthcare.
As a speaker, Jeff brings a wealth of knowledge and a passion for creating meaningful connections through experiential spaces, highlighting the interplay of art, architecture, and communications in shaping the human experience. Whether discussing large-scale projects or personalized environments, Jeff delivers engaging, thought-provoking presentations that inspire audiences to see design in new and exciting ways.

Taekyeom Lee is a distinguished interdisciplinary graphic designer and visionary design educator known for his innovative integration of emerging technologies into visual communication design. He is currently an Associate Professor of Graphic Design at Indiana University Bloomington. He received an M.F.A. in Graphic Design from the University of Illinois at Urbana-Champaign. His research explores unconventional materials and alternative solutions to create tangible typography, graphics, and even designed objects using digital fabrication. He infused 3D printing into his research and has been experimenting with various methods and materials for tactile experiences. His latest project aims to make graphic design more accessible with tactility and materiality. He has presented through national and international conferences, including the AIGA Design Conference, AIGA DEC, ATypI ,SEGD, CAA, Design Incubation, DEL, ISEA, IEEE VIS, TypeCon, Tipografia México, UCDA, and NCECA. His work has been featured in various media. His research draws attention nationally and internationally. He exhibited his work and provided workshops and lectures nationwide and abroad.

George Lim is the Founding Partner and Creative Director of Tangram Design, a lecturer at the University of Colorado School of Environmental Design, and an active member and supporter of the Society of Experiential Graphic Design. With over 30 years of professional experience, George has established himself as a leader in the practice of environmental graphic design and as an authority in the design of branded environments for culturally sensitive, municipal and private projects. His experience includes designing and implementing wayfinding signage systems and programming for airports, universities, municipalities, retail environments, resorts and parks and trails.

Tangram is a creative design firm whose design focus is the practice of environmental graphic design (EGD) – a discipline that involves the planning and design of branded signage and wayfinding programs. Tangram’s success is driven by their people and their commitment to execute with excellence and apply innovative strategies and design solutions to improve the social, economical and environmental well being of the communities they serve. Intertwining their passion for design and the desire to improve local and global communities, Tangram fosters partnerships with government, business, and community representatives to promote environmental improvements, social responsibility and stewardship initiatives. Tangram is a design firm that aims to use their design talent to create better and safer places for people now and in the future.

George has been involved with teaching environmental graphic design at the university level for over 20 years. With active involvement in educational efforts headed by SEGD and of his own personal accord, George developed EGD curriculums and workshops that are still being used in the classrooms of university campuses. George started his teaching career at the Rocky Mountain College of Art and Design where he established the first Degree in Graphic Design with an Emphasis in EGD. He also helped develop the SEGD Kent State University Summer Design Workshop, an intensive two week summer program that focused on the design of experiences, branded environments and wayfinding signage programs that became a direct supplier of qualified young designers to the EGD professional community.

George was the 2008 SEGD Angel Award honoree, former Denver Chapter Chair and past Board Member of the SEGD. Some of his efforts include creating and chairing the SEGD Young Designers Summit and creating and chairing the SEGD Academic Summit. He is currently SEGD's representative on the International Code Council's ADA & Building Codes Subcommittee, to advise in the updating of the new ADA guidelines as it relates to signage. He has also represented the SEGD in the review and writing of the codes and guidelines for the Manual on Uniform Traffic Control Devices (MUTCD) for Streets and Highways of the Federal Highway Administration.

George earned a Masters of Fine Arts degree in Graphic Design and Digital Media from the Tyler School of Art, of Temple University in Philadelphia and a Bachelor of Fine Arts degree in Graphic Design from the University of Denver.

Jessica Lo Ibarra is a Las Vegas-based designer and entrepreneur originally from Canada. She earned her BA in Illustration from Art Center College of Design in Pasadena, graduating with distinction in 2004.
She began her career contributing to major projects like CityCenter Las Vegas as an owner’s rep for design and construction before transitioning into casino marketing at Aria Resort & Casino. Alongside her corporate experience, Jessica pursued entrepreneurship, owning multiple small businesses, including restaurants and a fleet of ice cream trucks, while continuing global design work. Her international portfolio includes projects at Baha Mar Resort & Casino in the Bahamas, Resorts World Genting in Malaysia, and Nintendo World at Universal Studios Osaka.
As President of GV Group, a minority and woman-owned design and sign contracting firm, Jessica leads projects for the gaming, hospitality, and experiential industries. In just three years, GV Group has completed signage work for over nine major Las Vegas properties. The company operates alongside its sister firms, GV Studio in Hong Kong and GVK in Kuala Lumpur, expanding its reach across the Pacific Rim.

Based in Seattle, Washington, Jaclyn studied Visual Communication Design at the University of Washington, graduating with honors and a Bachelor of Design. While finishing her education, Jaclyn started her career in environmental graphic design at MoPop Museum where she was part of a team to design a Jimi Hendrix exhibit in London. She was also part of a team to win an EX-Award for Best B2B Production for the environmental design at the 2012 Starbucks Leadership Conference.
She continued to excel in the environmental graphics field, working in both design and sign manufacturing firms, leading large-scale projects with clients like Mariners T-Mobile Park, Starbucks, Microsoft, Pike Place Market, and MOD Pizza. In 2019 she was one of five designers across North America to be named a “Maker of Tomorrow” by Signs of the Times magazine. With her forward-thinking approach, technical knowledge, and design experience, Jaclyn brings a unique perspective to the field, creating both beautiful and buildable guest experiences.
Currently, Jaclyn is the Design Director at GV Group based in Las Vegas, Nevada. She is also the founder and ECD at MMarlo Design. She continues to serve clients with high-caliber creativity and innovation, from concept through completion.

Mike McCarthy is the 2023 SEGD Treasurer/Secretary and a member of the 2023 SEGD Board.

Mike McCarthy is Vice President at Design Communications Ltd. (DCL), an internationally recognized custom manufacturer of architectural specialty products. He received a dual degree from the University of Massachusetts Dartmouth, where he double majored in Mechanical Engineering and Visual Art. Mike joined DCL in 1999 as a member of the engineering department. He now directly oversees DCL’s Boston and New York offices.

Outside work, Mike’s focus is working with students and aspiring professionals. Mike McCarthy volunteers as a mentor and judge at MassChallenge, a startup-friendly accelerator and competition that supports early-stage entrepreneurs globally. He is also a mentor at the Boston Private Industry Council and Youthdesign, groups that provide summer jobs to city high school students with a concentration on design and artistic endeavors. He is very involved in his local community as a coach of youth sports.

Design Communications Ltd., an internationally recognized custom manufacturer of architectural specialty products, has locations in Boston, New York and Orlando. Their clients are designers and developers involved in large scale new construction and renovations of shopping malls, sports stadiums, movie theaters, hospitals, universities and a variety of other projects. Design Communications Ltd engineer and custom fabricate their product in their Boston and Orlando facilities where they also specialize in themed environments. Design Communications Ltd. enjoy international recognition for quality and the ability to undertake complex and innovative project designs.

Justin Molloy is a design leader with twenty years of experience in design management, client engagement and relationship development, experiential design and strategy for place, and integrative technology for physical space.

Justin has worked on project development across public, private, and non-profit sectors and has worked with clients representing urban and public space, transportation and mobility, and workplace and campus projects both in the US and abroad.

Currently Justin’s work focuses on wayfinding for the transit sector. He leads the Wayfinding team at Metra, Chicago’s regional rail operator, where he is undertaking a systemwide redesign of the wayfinding and signs program with a growing team of designers and project managers.

With a start in Landscape Architecture, Amy discovered her passion for Experiential Graphic Design (EGD) during an internship when her firm needed someone to integrate [wayfinding] signage into a shopping center project. Piqued by the challenge, she presented 26 sketches the next day—an instinctive leap that set the course for a career spanning over three decades. Since then, she has been dedicated to the art and science of helping people navigate spaces, shaping hundreds of branded environments along the way.

Amy’s entry into EGD was just the first of many times she carved her own path. Determined to understand the profession from multiple angles, she deliberately pursued roles that challenged her perspectives, design approach, and communication skills—gaining invaluable insights across diverse industries and businesses.

Her 30+ years of experience includes working with renowned architectural firms such as Gensler, Arcadis/RTKL, and Gehry Partners, as well as retail design leaders like Interbrand and DesignForum. She has also collaborated with major brands, including Cedars-Sinai, Facebook (Meta) and Chevron, and management roles on construction/fabrication contractor teams.

This breadth of experience, coupled with a dedicated belief in the significant role that EGD plays in creating user-friendly environments, has fueled a successful consulting career, where she strategically leads the planning, design, and implementation of complex, transformative wayfinding and experiential design projects worldwide.

Ricki Pasinelli is a strategic partnership maven and self-described "recovering agency exec" who is now Head of Brand and Strategic Partnerships at Immersion Neuroscience. She leverages cutting-edge neuroscience to help brands integrate Value Measurement into their RoX (Return on Experience) to create genuinely engaging experiences. Before joining the world of brain science, Ricki led the Branded Environments practice at Hornall Anderson, where she orchestrated immersive brand experiences for Fortune 500 companies, sports and entertainment venues, and visitor experiences globally - that made people pay attention. With 25+ years of agency life under her belt, Ricki now helps brands move beyond guesswork—using neuroscience to design and measure experiences people don’t just remember but forge genuine emotional connections.

Jemma is Design Director for Studio Sc. Over her 20 year career she has had the opportunity to work with multi-disciplinary teams to bring holistic design solutions to branded environments both locally and around the world. Her passion is for authentic placemaking, strategic brand storytelling and user experience design within large public venues. She works at the intersection of Architecture, Interior Design, Brand Strategy and Graphic Design – drawing from each discipline and adding a deep understanding of user psychology and human centered design. Approaching a project from all angles and perspectives like this results in one of a kind environments that elevate the customer experience; orient, inform and delight; and ultimately generate revenue. She likes big budgets and she cannot lie, and she believes that ideas don’t run out – there are always more where that came from.

Muhammad Rahman, M.Des., B.Arch., is an Assistant Professor of Communication Design at the Myron E. Ullman, Jr. School of Design, University of Cincinnati. He holds an M.Des. in Graphic Design from the University of Illinois at Chicago and a B.Arch. from BRAC University, Bangladesh. Before pursuing a Ph.D. in Architecture at DAAP, he worked as a Branded Environments Designer at Perkins+Will and HDR Inc. in Chicago. He also completed a summer typography and design certificate at the Basel School of Design (2013). With over a decade of teaching experience, he has taught in communication design and architecture programs in the U.S., Portugal, and Bangladesh.

Muhammad leads signage research at his eXperiential Design Lab (XDL@DAAP), which is currently working with the Southwest Ohio Regional Transit Authority (SORTA) to integrate signage and wayfinding design solutions for Cincinnati Metro and future BRT stations. He serves on the SEGD Academic Task Force, is a board member of AACSRE, and is Assistant Editor of Visible Language, the oldest peer-reviewed design journal since 1967.. His research examines legibility in urban spaces, focusing on wall writing, storefront signage, and place identity. Recently, his community-based signage collaboration, Step Up to Art, received recognition at the Cincinnati Design Awards (2023). His interdisciplinary approach bridges theory and practice, integrating architecture and graphic design to shape public space and wayfinding experiences.

David A. Rubin is the founding principal of DAVID RUBIN Land Collective, a landscape architecture, urban design, and planning studio committed to practicing with an emphasis on socially purposeful design strategies. David’s visionary contribution to the field in “empathy-driven design” is a hallmark of the studio, earning increasing renown for fusing issues of social justice in cities with excellence in the design of public spaces. Educated at Connecticut College and Harvard University, he has taught and lectured at a number of institutions, including Harvard University’s Graduate School of Design, the University of Pennsylvania School of Design, Louisiana State University, and Southern California Institute of Architecture. David is a Fellow of the American Academy in Rome, a Fellow of the American Society of Landscape Architects, and recipient of the 2024 Elvira Broome Doolan medal which recognizes innovative work in landscape architecture with emphasis on city planning and civic improvement in urban areas. He was appointed by the U.S. State Department to serve on their Industry Advisory Group (IAG) to promote best practices in landscape architecture in Overseas Building Operations (OBO). His projects have received awards and honors from the American Society of Landscape Architects, the Society of College and University Planners, and the American Institute of Architects, among others.

David’s current work includes the Frederik Meijer Botanic Garden and Sculpture Park master plan in Grand Rapids, Michigan; the Tidal Basin Master Plan and the new plan for Pennsylvania Avenue from the Capital to the White House, both in Washington, D.C.

Sara Schmidt is a multidisciplinary artist and designer with 20+ years of experience in graphic design, color, and brand storytelling across architecture, interiors, and product design. Passionate about craft, beauty, and sustainability, she strives to create meaningful, enduring spaces that inspire the communities they serve. As an Experiential Graphic Designer, Sara collaborates with other designers, architects, builders, and technical experts to integrate large-scale graphics, wayfinding, and storytelling into the built environment. She thrives in cross-disciplinary teams, collaborating with design and technical partners to create places that tell a story, while contributing to the overall architectural experience in a complimentary way. An artist at heart, Sara explores color, materiality, and light alongside traditional graphic design and typography. Her hands-on approach and artistic experimentation inform her design work, bringing nuance to every project. She has an MFA in Media Design from ArtCenter College of Design and studied Interior Architecture at University of Oregon. She's based between rainy Portland and sunny Palm Springs and can be found at www.saraschmidtdesign.com or on Instagram @saraschmidtdesign.

Jessica’s expertise lies in overseeing complex signage and wayfinding systems’ development, design, and implementation. A strategic thinker at heart, Jessica has a unique ability to problem solve on the fly, developing quick, creative, and innovative solutions to complex design challenges. Her demonstrated ability to efficiently budget, manage, and quality control projects large and small has led to excellent relationships with clients and teams.

Throughout her career, her work has touched many national and international sectors, including the SEPTA Metro Wayfinding Master Plan and its ongoing implementation, Amtrak Nationwide, Covenant House NY, the Upper Perkiomen Valley Regional Wayfinding Program, Planned Parenthood, and more.

Jessica has been recognized with awards from various organizations including the Society for Experiential Graphic Design, Graphis, Graphic Design USA, and NYCxDesign. In addition to her work at Entro, Jessica represents the Society for Experiential Graphic Design (SEGD) on the ICC’s A117 Standards Committee, which is currently developing the next update of the A117.1 Accessibility Standards.

David Schwarz is a design industry leader and founding partner of HUSH, a design agency.

David has spent nearly 20 years leading the design of brand experiences that integrate spatial design and sustainable materials, creative technology, interactivity and data. These meticulously designed and sequenced experiences - commercial placemaking, branded spaces, corporate architecture, transportation hubs, exhibitions, public art and cultural environments - are three-dimensional expressions of an organization’s culture, products, and its highest-order messages.

David has led C-suite presentations and workshops with complex stakeholders, and driven the strategy and creative direction for clients across real estate, mobility, technology, sport, luxury and entertainment categories, most notably for: Equinox, Uber, Nike, Google, Goldman Sachs, Barclays, Mastercard, Sonos, LinkedIn, Related, Vornado, among others.

David frequently shares his point of view in the media via writing, podcasts, panels and keynotes, seeking to engage in critical dialogue about design evolution and building a creative organization. David has been featured in Forbes, Creativity, Fast Company, Dezeen, designboom, Design Milk, Archinect, Inc. Magazine, Huffington Post, Communication Arts, CMO Magazine, among others, and has spoken at events and podcasts for NYCxDesign, AIGA, The One Show, CODASummit, Clever, DesignWanted, SEGD, SXSW, Design Week, Cannes Lions, FITC, the Columbia School of Architecture, among others.

David Schwarz is also a mentor at New, Inc. — the New Museum’s incubator program for art, technology, and design — where he’s had the fortune to work with incredibly talented start-up creative businesses poised to change the world.

Jonathan Ullman is the President & CEO of The Mob Museum in Las Vegas, a nonprofit focused on organized crime's history and impact. With over 20 years in nonprofit leadership, he has held roles at Liberty Science Center and the National Soccer Hall of Fame. He holds a Bachelor’s and an MBA from Rutgers University. He is deeply involved in the Las Vegas community, having volunteered on numerous nonprofit boards. A graduate of both the LV Metro Police Department and FBI Citizens' Academies, he also served as President of the FBI Las Vegas Citizens’ Academy Alumni Association. Jonathan chaired the Downtown Vegas Alliance’s Executive Committee and is a Leadership Las Vegas graduate and past Curriculum Chair. Under his leadership, The Mob Museum received accreditation by the American Alliance of Museums and has earned top honors, including TripAdvisor’s “Top 25 U.S. Museums” and USA Today’s “Best Museum in Nevada.”

Las Vegas born and raised; Jesse entered directly into a culture where iconic signs are an integral part of the city landscape. After apprenticing as an electrician, he moved into the sign industry. He spent six years at Vision Sign Inc working on wide-ranging projects including the enterprise-wide Caesars Rewards Rebrand. While at Vision Sign, he partnered with Daktronics to replace the exterior digital signage for four of the Caesar's Entertainment properties in Las Vegas (Caesars Palace, Planet Hollywood, Harrah's & Paris). After leaving Vision, he continued advancing in the sign industry. He spent two years at AD/S in sales and project management.
His notable projects there include the concessions and sponsorship signage for Allegiant Stadium and Resorts World Casino signage. Jesse brings a strong background in design, fabrication and installation of signage projects. He takes pride in his client relationships and loves guiding a project from concept to completion.

Jessica Wolf is a wayfinding designer for the built environment, focusing on aviation, rail, streetscape, and public space projects. She employs a comprehensive, user-centric approach throughout the entire project lifecycle, from strategic planning and community engagement to procurement, and installation.

At Arup, she leads a wayfinding team that collaborates with engineering, advisory, and planning disciplines. Her team develops integrated, inclusive, and accessible solutions using a variety of project delivery methods for transit agencies, government entities, and private sector clients across North America and globally.

Her experience includes wayfinding design for WMATA’s Potomac Yard Station in Alexandria, Virginia, Metra’s Chicago downtown digital interfaces, and various New York City aviation projects, including Newark Airport Terminal A deconstruction, LaGuardia Terminal C digital information displays, and JFK Terminal 4 dynamic curb systems. Currently, Jessica plays a key role on Arup’s prime team, developing the art, brand, and digital experience for the new, all international, Terminal 1 at JFK, scheduled to open in 2026.

When she's not working, Jessica enjoys riding her bike across continents, is a breakfast enthusiast, and has a black cat named Frankie.

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2025 SEGD Wayfinding + Placemaking | 2025 SEGD Branded Environments

Event Details

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April 23, 2025

April 24, 2025

April 23, 2025

Main Schedule

April 24, 2025

Main Schedule

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Speakers

Emily Payne

Jonny Peterson

Cybelle Jones

Jill Ayers

Aaron Berger

Michael Casper

Tiffany Chen

Nicole Dalton, RID

Ray Dang

Chantal Frances

Kathy Fry

Liz Griswold

Brett Hautop

Jay Highland

Jacqualynn Karsten

Ethan David Kent

Zach Kotel

Jeff Lancaster

Taekyeom Lee

George Lim

Jessica Lo Ibarra

Simon Majarian

Jaclyn Marlo

Mike McCarthy

Justin Molloy

Esther Nunes

Sarah Ouellet

Amy Owen

Ricki Pasinelli

Jemma Radick

Muhammad Rahman

David Rubin, PLA, CPRP, FASLA, FAAR

Sara Schmidt

Jessica Schrader

David Schwarz

Jonathan Ullman

Jesse Wetherill

Jessica Wolf

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