Putting a brand in its own store is one thing — you own the walls and set the rules. Putting it in someone else's is a different discipline entirely. McKenna Ellis, Account Marketing Manager at The North Face, makes the brand show up like itself across hundreds of stores it doesn't own, threading the needle between standing out and being a good guest.

Greg Sundberg has spent 25 years at the University of Montana proving that championship programs aren't just built by coaches and athletes — they're built by the environments they walk into every day. Here's what one of college athletics' most tenured leaders has learned about the strategic power of branded spaces.

Brooks Running takes ownership of its brand seriously — and Johnny Hubbard is a big reason why. As Creative Production Design Manager, he's spent 12 years building the production design infrastructure that translates Brooks' creative into every window, wall, and surface it lives on. Now, as Brooks opens its first owned retail stores, that foundation is exactly what's making it possible. Here's how it works.

A 132-year-old building. A modular exhibit system built like Legos. Graphics that get recycled at the local paper mill when the story cycle ends. Ellie DiPietro, Director of Research + Collections at the Jefferson County Historical Society, shares how her team reimagined the Museum of Art + History from the ground up — and why the smartest spaces aren't the most permanent. They're the ones designed to keep becoming something new.

With 28 years of experience designing for brands like Nike, Starbucks, and Columbia Sportswear, Clayton Marsh built his career at the intersection of creative and production. He shares why starting with materials, budgets, and installation logistics makes the work bolder — not safer.

How do you sell a luxury condo in a building that doesn't exist yet? The same way you roll out a retail concept across 1,200 T-Mobile stores. Creative Director Lane Tollefsen has spent 23 years building branded experiences across industries — and every project comes back to one thing: creating a sense of place. Here's the playbook she's uses to make it happen.

In visual merchandising, every campaign ends up somewhere — and for most of retail, that somewhere is a landfill. Nordstrom graphic designer Max Kunz breaks down what sustainability actually looks like from the inside: the material trade-offs, the cultural shifts, and the process changes that make the biggest difference.

Peter Muller at Gensler asked a question nobody in EGD was asking: what's the carbon footprint of our signage? The answer — and the tool he built because of it — is something every EGD professional should know about.

Sustainability programs don't fail because of bad science. They fail because nobody can explain them in the language of business. Sean Carr, Director of Sustainability for the Americas at HH Global, breaks down where your carbon impact actually comes from — and why the biggest win might be simpler than you think.

The events industry builds big and tears down fast — typically straight into a landfill. Microsoft's Angie Hopkins has spent years proving it doesn't have to be that way, embedding sustainability into some of the biggest events in tech through reuse-first design and the right partnerships.