Fostering Purpose-Driven Brand and Culture in the Built Environment

Monday / October 04 / 12:00 PM


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.


Date & Time

Monday, October 04

12:00 pm - 1:00 pm




  • Steven Joswick

    Studio Director, Senior Associate, Gensler

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  • About

    he | him

    Steven is a Design Director and Co-Director of the Brand Design studio in Gensler’s Washington DC office. He works closely with his clients, asking hard questions to help bring clarity to complex problems and design delightful experiences that add value to their business.

  • Laurent Odde

    Program Manager, Art in Transit, Washington Metropolitan Area Transit Authority (WMATA)

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  • About

    Laurent Odde leads the WMATA’s Art in Transit Program and works with artists, jurisdictional arts councils, developers, architects, engineers, and community representatives to develop projects and performances that reflect the spirit and vitality of communities served by Metro.

  • Patrick (Kevin) Dixon

    Deputy Director for Outreach and Advancement, US Army War College

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  • About

    he | him

    After a career of service in uniform, Kevin now serves as the Assistant Commandant for Outreach at the United States Army War College.

  • Danielle Covert

    Lead Project Coordinator, Healthy Spaces, Armstrong World Industries

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  • About

    she | her

    Danielle Covert is passionate about building happy and successful teams, through authentic conversation, humor and hard work.

  • Jonny Peterson

    Brand Designer, Gensler

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  • About

    he | him

    Jonny brings design leadership in crafting unique, highly creative solutions across all touch-points from traditional branding, to digital formats, to the built environment.


Virtual Platform & How to Prepare

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.)
  • Questions for the speaker can be asked 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.

Accessibility and Accommodations

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 page on accessibility.

Code of Conduct

All AIGA DC events adhere to our Code of Conduct.


DC Design Week looks different this year, so you might have questions. Maybe it’s how to find the streaming link or how to get the most out of our remote events. We’ve got answers to those and more FAQs.

View FAQs
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