The Brand New Conference endeavors to decipher, understand, and inspire
What makes a brand? Is it the logo, the marketing

Expertise has never been more vital, in architecture and in many other industries. Expertise is what allows us to solve problems without reinventing the wheel, to innovate based on a solid foundation of knowledge, and to earn the trust of our clients and communities as we listen to what they truly need. Expertise goes beyond skill, folding in sound judgement and the ability to synthesize information from diverse perspectives to create solutions that serve our communities.

Experiential Graphic Design (EGD) blends graphic design, architecture, and interior design to help our buildings’ users understand, navigate, and experience the built environment. EGD offers a high-impact tool for providing information, reinforcing brand identity, and assisting with wayfinding. In short, EGD aims to create a meaningful and memorable experience for people moving through a building.

According to a famous 1956 study on memory, cognitive psychologist George Miller demonstrated that the average number of pieces of information a human being can manage at one time is seven (plus or minus two). “Miller’s Law” led, among other things, to the creation of the seven-digit phone number. If you’ve ever attempted to dial a new phone number while someone in the background is talking, particularly about numbers, you’re probably familiar with the frustration of losing a digit or two and having to start again because your memory has hit capacity. We can only process so much at once.