Environmental Graphic Design Meets Technology: Notes from SEGD Dallas

In brief

Author reflects on 13 years in the SEGD community, from early digital wayfinding to current placemaking discussions.
Panel with visionaries explored how technology brings spaces to life and enhances environments.
Awards highlighted projects like First Light Pavilion, Met Museum Kids Studio, and Commonwealth Sydney wayfinding.
Fellowship nominations for Sagmeister, Stillwell, and Frangoul-Brückner underscore cross-disciplinary creativity.

It was an incredible experience speaking at the SEGD Annual Conference in Dallas this past week. I’ve been part of the SEGD community for over 13 years, first invited to speak at Xlab in New York back when we were piloting digital wayfinding work with Control Group Group. We were invited because of the digital concepts we were deploying at a city-wide scale, and it opened my eyes to a whole new world of design. Honestly, at that time, I didn’t fully grasp what I was signing up for! What I discovered was a well-established community of experiential and environmental designers—a community I hadn’t yet considered myself a part of.

Over the years, I’ve come to deeply appreciate the SEGD community—its collaborative spirit and the way it brings together visionaries, designers, makers, and advocates who are shaping the spaces we inhabit. Whether it’s cultural or civic spaces, SEGD is filled with humility and talent, creating some of the most exciting work in the world.

My panel in Dallas was a personal highlight, alongside visionaries Cheryl Catterall , Ridge Rees , and Stephen Minning . We dove into the role of technology in placemaking—how it can bring spaces to life and enhance the environments we define. HKS, Inc. AVI-SPL Pam Wayfinding

SEGD’s awards showcased the level of global talent that continues to push our field forward. Some highlights included:

The First Light Pavilion, an innovative project that uses projections to transform existing environments.
The Met Museum Kids Studio, which uses traditional content and presents it in new, engaging formats.
The Commonwealth Sydney's wayfinding system, which employs clean signage to align with a contemporary space and improve visitor flow.

I was moved by the fellowship nominations for icons like Stefan Sagmeister , Marquise Stillwell , and Shirin Frangoul-Brückner who are redefining the boundaries of our discipline through creativity, inclusion, and cross-disciplinary work. It’s a high bar that motivates me both personally and professionally.

My favorite part has to be the hallway questions from new designers eager to learn, the debates at the bar about where the industry is heading, and the exciting potential that arises when someone across from you has a nugget of a new opportunity they need a partner for.

I left Dallas not only inspired by the conversations but also with new connections and fresh ideas to tackle bigger challenges. If you’re curious about this amazing community, I highly recommend visiting Xlab in New York this November—you might experience the same sense of discovery that I did all those years ago.

https://segd.org/events/2024-segd-xlab/

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Frequently asked questions

What is SEGD?

SEGD is a community of experiential and environmental designers—visionaries, designers, makers, and advocates shaping the spaces we inhabit, from cultural to civic spaces.

What was the panel about at the SEGD Annual Conference?

The panel, featuring Cheryl Catterall, Ridge Rees, and Stephen Minning, focused on the role of technology in placemaking—how it can bring spaces to life and enhance the environments we define.

Which projects were highlighted in the SEGD awards?

Highlights included the First Light Pavilion (projections transforming environments), the Met Museum Kids Studio (traditional content in new formats), and Commonwealth Sydney's wayfinding system (clean signage for contemporary spaces).

Who were the fellowship nominees mentioned?

The fellowship nominations included Stefan Sagmeister, Marquise Stillwell, and Shirin Frangoul-Brückner, recognized for redefining boundaries through creativity, inclusion, and cross-disciplinary work.

What is Xlab and when is it happening?

Xlab is a SEGD event in New York this November, offering a chance to experience the same sense of discovery the author felt years ago when first engaging with the community.

What is Environmental Graphic Design?

Environmental graphic design (EGD) is the discipline that connects people to place through signage, wayfinding, branded environments, and spatial storytelling. It sits at the intersection of graphic design, architecture, and experience—exactly the territory explored at SEGD.

Learn more about Adaptive Placemaking.