SMPS June 4, 2019 Boot Camp Session # 6: Redefining Brand Consistency: Becoming Your Firm’s Brand Ambassador

June 04, 2019
8:00 AM - 10:00 AM

JE Dunn Construction
2555 Cumberland Pkwy SE
Atlanta, GA 30339
Venue website

Session Overview:

The practice of branding is undergoing a deep transformation — a change brought about by our dynamically digital, social and fully responsive world.  Audiences have shifted from cherishing stability to championing freedom and creative expression. A modern brand must interact with its audience on a level it never had to 20 years ago.

In prior decades, brand managers aimed to establish their products and services primarily by way of consistency and repetition. A logo and its use was rigid and unmovable, protected by its brand guidelines. The golden rule was to follow the rule. While structure and guidelines are not entirely a thing of the past, flexible branding systems now rule the day. Instead of the Brand Police, we now call them Brand Ambassadors.

The appeal of a flexible brand identity is versatility - the ability to adapt and stay relevant is invaluable in our fast-paced, multi-screened world. Guiding principles still apply, but designers have more freedom to experiment with imagery, patterns, color, motion, messaging and positioning.

Session Learning Objectives:

  • How to create and manage a flexible brand identity.

  • How to be flexible while keeping your company’s core values intact.

  • How to change your mindset from Brand Police to Brand Ambassador.

Event agenda

8:00 – 8:20 AM – Registration / Breakfast

8:20 – 8:30 AM – Welcome / Opening Announcements

8:30 – 10:00 AM – Boot Camp Session

CPSM CEUs: 1.5 hours

: 3 - Business Development, 6 - Organizational Structure

Featured SpeakerS from

Jae Robbins
Resource Branding + Design

Responsible for overall agency operations, developing client relationships and guiding brand strategy. Founded Resource in 1999 as a boutique creative firm dedicated to the real estate industry. Resource has branded hundreds of landmarks, mixed-use developments and master-planned communities over the last 18 years including Reynolds Plantation, The Ridge on Lake Martin, One Atlantic Center, 1180 Peachtree, Concourse and Krog Street Market.

Jessica Childers
Director of Accounts
Resource Branding + Design

Responsible for handling new and established client relationships, overseeing brand development and execution; acts as liaison between account and creative teams to ensure design excellence and top customer service. Over a decade at Resource and the account lead on dozens of mixed-use and master planned developments including The Banks, Atlantic Station and most recently Eastern Wharf.

Rick Grimsley
Design Director
Resource Branding + Design

Creates powerful brand identities from logomark development through application to all consumer touchpoints. 25+ years of experience as design lead on brand communications for clients such as BellSouth, The Coca-Cola Company, InterContinental Hotels (IHG), Porsche North America, The St. Joe Company and UPS.

Steven Johnson
Art Director
Resource Branding + Design

Specializes in developing brand systems and extending them into 3-dimensional space. 10 years of experience designing experiential brands for global companies, luxury real estate entities and consumer brands including Google, Chick-fil-A, Mercedes-Benz, the Big East Conference, Bayer, Havaianas, the World Trade Center, Hines and The Related Companies.

Thanks to our sponsors of the 2019 Boot camp series!



$40.00 SMPS Member Ticket

$35.00 CPSM Ticket

$60.00 Non-Member/Guest Ticket

$30.00 SMPS Member Coastal Committee - Remote Savannah Attendee

$30.00 Non-Member/Guest Coastal Committee - Remote Savannah Attendee

$70.00 Walk-in Attendee - Onsite Registration