Upcoming Events

May 27 2020 Online Learning /

TSA Technical Series: Place Branding Through Architecture

12:00 PM - 1:15 PM

Free for TSA Members using the code found in the April 29 bulletin, $10 General


Join us and our friends at Entro for this special webinar as we explore the often overused and over complicated term ‘branding’ and how architecture, graphics, wayfinding and art programs can be leveraged to give a space a unique story and identity.

While the world experiences the temporary loss of our workplaces, cultural attractions and institutional settings due to the current pandemic, the value of our public spaces is quickly becoming clear. Even though an organization may be able to live online, architecture is different from other channels and offers dimensional opportunities that other mediums cannot. Often however, it is not considered as an element of branding even though it is highly visible, lasts over time and acts as a constant point of interaction with individuals. When implemented successfully, the built environment can serve as an extension of the overall values and strategic objectives of a company or organization.

A term often overused and over complicated in recent years, ‘branding’, is crucial both as the purpose and the outcome of our buildings and spaces. Building a brand goes way beyond a logo or website – it is about building community and a narrative of place. It involves developing an identity that is both aspirational (a reflection of what that place will be) as well as a reflection of the existing essence of the area (its cultural and historical context). Within the built environment, the essence and story of the place is told through architecture, graphics, wayfinding and art programs that facilitate cultural cohesion, appreciation of the space, and importantly, a unique identity.

Looking at historical examples, recent projects and best practices, we will examine how place brands are born and what collaborations and considerations give the brand its voice in the built environment. A review of basic design elements such as colour and material choice, and graphics and how they communicate certain aspects of a brand through the built environment will provide an understanding of how a final design relates closely to vision, positioning and other brand attributes.


Rae Lam Fox | Partner, Entro

With over 20 years of industry experience, Rae has an exceptional understanding of graphic design and its correlation to the built environment. Her all-encompassing skillset has enabled her to design, manage, and produce projects of any scale. Rae’s educational background includes a diploma in Visual Arts from L’École d’Arts Plastiques in Nice, France, a business management certificate from the Toronto Business Development Centre, and PMP certification. Prior to joining Entro, Rae managed graphic fabrication on projects such as the Canadian Museum for Human Rights and Frank Gehry’s Biodiversity Museum (Panama). As Senior Designer at BaAM Productions, Rae’s worked on projects for Aga Khan Bridges That Unite, Museum of Nature Bird Gallery, CN Tower, the 2015 Toronto Pan/Parapan Am Games Handover Ceremony, Parks Canada Niagara Commemorative Walk, and the Rideau Canal, among others.

Udo Schliemann | Principal Creative Director, Entro

Udo brings over 30 years of expe­ri­ence to Entro, special­iz­ing in iden­tity devel­op­ment, corpo­rate commu­ni­ca­tions, and signage and wayfind­ing design. Udo’s unique approach to design prob­lems, fostered by the mentor­ship of renowned German artist Anton Stankowski, combines artis­tic and poetic sensi­bil­i­ties to create power­ful designs, which elevate the every­day expe­ri­ence.

Formerly, Udo acted as Studio Manager for Stankowski+Duschek, one of Germany’s lead­ing design firms. At Entro, Udo has directed the design and devel­op­ment of signage and wayfind­ing programs for a long list of national and inter­na­tional clients and devel­oped a number of corpo­rate iden­tity programs.

A native of Germany, Udo obtained his Bachelor’s Degree from the Tech­ni­cal College for Design in Würzburg, where he served as guest lecturer between the years 1993–1998. In Toronto, Udo is an actively involved member of the Design Exchange.

This event is free for TSA members using the discount code found in our April 28 e-bulletin! Not a member yet? You can join here (and student memberships are free!).