Marketing / Business Development

Education Session - Panel Format

SUN-B11 - The Secret Sauce: Cultivating Design Identity in Practice

Sunday, October 22
2:30 PM - 4:00 PM


Design identity is fundamental to practice, yet the ability to define, craft, and evolve an ideology through projects presents challenges to even the most familiar of design offices. Three design leaders from diverse practice types take a deep dive into the process of integrating ethos, brand, and practice.

Learning Objectives:

Gina Ford


Gina is a landscape architect and principal at Sasaki. She leads an energized and interdisciplinary group of practitioners solely dedicated to the improvement of quality of life in cities through rigorous planning, exceptional design, and strong community partnerships. Gina’s work encompasses a wide range of scales and project types, from public parks and plazas to large scale landscape planning and waterfront projects, including the the Lawn on D, the Chicago Riverwalk, the Tom Hanafan River’s Edge Park, Cedar Rapids Flood Recovery Planning and HUD’s Rebuild by Design competition.


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Gena Wirth

Design Principal

Gena is the Design Principal at SCAPE. Trained in landscape architecture, urban planning and horticulture, Gena draws from her interdisciplinary training to create ecologically rich and culturally relevant landscapes from the infrastructural scale to the site level. Gena leads the design on several significant projects in the office. She was the Project Manager for SCAPE’s winning Rebuild By Design proposal, Living Breakwaters, and worked on the publication of both Toward an Urban Ecology and Petrochemical America.


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Kimberly Garza Stanush

ATLAS Lab Inc.

Kimberly Garza is Founder and Director of ATLAS Lab Inc., a community driven urban design studio focused on enlivening and building healthy communities through landscape architecture and art. She has received widespread recognition for her work, including being named’s 40 under 40 urban innovator for the 2015 Vanguard Conference. In addition to her practice, she teaches advanced landscape architecture courses at the University of California, Davis. She holds a Master of Landscape Architecture from the Harvard Graduate School of Design and a Bachelor of Arts in landscape architecture from University of California, Berkeley.


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F. Philip Barash


Send Email for F. Philip Barash


SUN-B11 - The Secret Sauce: Cultivating Design Identity in Practice

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Send Email for The Secret Sauce: Cultivating Design Identity in Practice