Fostering Purpose-Driven Brand and Culture in the Built Environment

From the isolation of the pandemic to demands for social justice, we’ve been collectively grappling with complex social issues. Across the globe, people have used this time to re-evaluate what’s important to them, and now they’re looking to align with brands that share their values and provide a strong culture. By connecting organizations’ rich histories, employee’s personal beliefs, and aspirations for continued meaningful action, brands can foster belonging and community based on shared values. Organizations that invest in spaces that go beyond four walls and function to express shared values and celebrate who they are and, more importantly, what they believe in, will ultimately strengthen their culture and bring their brand to life.

In this panel, we will hear from diverse voices across history-rich organizations like WMATA, Armstrong World Industries, US Army War College, and brand designers at Gensler, on the increasingly important role brand plays in building culture, storytelling, and getting people back to shared spaces. We’ll share examples of brand experiences in the built environment that encourage human connection, inclusion, and communicate shared values and a collective mission.

The audience will have a chance to ask our experts questions on how to drive culture and satisfy the desire for connection and belonging through visceral in-person brand experiences.

This event was put together in partnership with Gensler.

Virtual Platform

This event will be streamed via Zoom:

  • In order to participate fully, plan to join on the Zoom app via a computer, tablet, or mobile device with enough bandwidth to support viewing video.
  • Only those whose display name fully matches the name on our registration list will be admitted from the waiting room, in order to ensure only those who have registered for the event are able to attend — and to create space for intimate conversations.
  • This event will be recorded unless technical issues occur. The recordings will be shared in the AIGA DC recordings archive for AIGA members to rewatch or catch up on at a later date. (You can register for a membership on our website for just $50 for a year.)
  • You can send the speaker questions ahead of time which may be answered during the event or ask questions live during the event through the chat.

You can find more about joining our virtual events, including how to connect, directions to troubleshoot, and information about our refund policy, in our FAQs.


  • This event will have real time CART (live captioning) services and transcriptions provided by Verbit.
  • A sign language interpreter will not be present unless requested. If requested, we will do our best to employ a sign language interpreter for the event.

If you need any additional accommodations, please contact us using a method that works best for you:

We honor your privacy. No identifying information like your name is required to request an accommodation, and all details will be deleted once completed.

You can learn more about how we’re making DC Design Week an accessible experience by visiting our accessibility statement.

Code of Conduct

All AIGA DC events adhere to our Code of Conduct.

About DC Design Week

Built and run by 100% volunteer power, DC Design Week is an annual celebration of our community — hosted by AIGA DC. Ten percent of all revenue from DCDW events and all profit this year go toward the Design Continuum Fund (DCF) scholarship fund. We believe in fostering the next generation of designers by helping local, design-minded and underrepresented students as they pursue their education. Interested in becoming a member? To gain early access to our most exclusive events and year-long discounts, sign up to become a member today!

When & Where
Mon, Oct 4, 2021 12:00 PM - 1:00 PM EDT