No.
The New World of Brand Building: Cartographies of Meaning
29.5.2025
Number 00
The New World of Brand Building: Cartographies of Meaning
May 29, 2025
The London Brief is a series from Future Commerce covering commerce and culture
of the United Kingdom’s capitol city.
With so many inputs and points of view, what does it mean to build a relevant and resonant brand? 

Brands are not static entities that are merely a snapshot of a specific point in time. Rather, they are evolving terrains that evolve through friction, flux, and feedback. They are ecologies of meaning. That means our job is to track, understand, and communicate that meaning inward to our teams and outward to the world. 

During the upcoming VISIONS Summit in New York City, executives from U.N.N.A.M.E.D. will share why branding is more like mapmaking; not as an act of representation but of constant generation and evolution. 

Where Strategy and Design Converge

Strategy Director Nikita Walia and Creative Director Elliot Vredenburg argue that, to be successful, strategy and design should work together to not define a world, but render it navigable. 

With their session, Nikita and Elliot will draw from systems thinking, semiotics, and design practices to provide not a blueprint, but a compass that will help executives navigate, even shape, the commercial and cultural landscapes we inhabit over time. 

We are the Builders of Worlds 

VISIONS Summit has become a must-attend event for retail executives, brand strategists, tech leaders, and more to be inspired by new sources and forces shaping the future. 

With this year’s theme, “We are the builders of worlds,” the program will explore how philosophy, storytelling, spatial computing, meditation, and even architecture can help brands chart new territory for culture, connection, and commerce. 

In addition to Elliot and Nikita’s session, the half-day program will include:

  • Andrew Huang, musical polymath, bestselling author, and YouTube creator, will discuss virtual identity, misinformation, and the true drivers of creativity in a digital world through the lens of Spacetime, his groundbreaking work that shaped cultural discourse and paved the way for innovative storytelling online
  • Dami Lee, architect and YouTube creator, will explore how the stories behind our spaces shape the way we live, interact, and drive commerce
  • Casey Lewis, journalist and author of After School, will share her experiences as a modern content creator and media executive, including why superformats are shaping the future of the landscape
  • Justin Breton of Walmart and Gianna Valintina of Spatial, on how the retailer is paving new ground in immersive commerce and adaptive retail 
  • Ben Dietz (Rangelife / [SIC] Weekly) on the future of publishing and how curation, community, and cultural construction will drive meaningful evolution 
  • Katherine Dee, author of egirl 001, on how our internet-based relationships shape our realities and our participation in Commerce
  • Luca Del Deo, who is a meditation educator and startup founder, will outline how tulpamancy and consciousness can serve as creative forces
  • An inside look into what’s next for Future Commerce

Seats are going fast. Secure your ticket today and join some of the most dynamic voices in art, philosophy, science, marketing, and brand.

Join Us in NYC →

Event Details:  

VISIONS Summit: NYC 2025 

Date: June 10, 2025  

Time: 1 PM to 5:30 PM ET

Location: Roy and Niuta Titus Theater, Museum of Modern Art, NYC

With so many inputs and points of view, what does it mean to build a relevant and resonant brand? 

Brands are not static entities that are merely a snapshot of a specific point in time. Rather, they are evolving terrains that evolve through friction, flux, and feedback. They are ecologies of meaning. That means our job is to track, understand, and communicate that meaning inward to our teams and outward to the world. 

During the upcoming VISIONS Summit in New York City, executives from U.N.N.A.M.E.D. will share why branding is more like mapmaking; not as an act of representation but of constant generation and evolution. 

Where Strategy and Design Converge

Strategy Director Nikita Walia and Creative Director Elliot Vredenburg argue that, to be successful, strategy and design should work together to not define a world, but render it navigable. 

With their session, Nikita and Elliot will draw from systems thinking, semiotics, and design practices to provide not a blueprint, but a compass that will help executives navigate, even shape, the commercial and cultural landscapes we inhabit over time. 

We are the Builders of Worlds 

VISIONS Summit has become a must-attend event for retail executives, brand strategists, tech leaders, and more to be inspired by new sources and forces shaping the future. 

With this year’s theme, “We are the builders of worlds,” the program will explore how philosophy, storytelling, spatial computing, meditation, and even architecture can help brands chart new territory for culture, connection, and commerce. 

In addition to Elliot and Nikita’s session, the half-day program will include:

  • Andrew Huang, musical polymath, bestselling author, and YouTube creator, will discuss virtual identity, misinformation, and the true drivers of creativity in a digital world through the lens of Spacetime, his groundbreaking work that shaped cultural discourse and paved the way for innovative storytelling online
  • Dami Lee, architect and YouTube creator, will explore how the stories behind our spaces shape the way we live, interact, and drive commerce
  • Casey Lewis, journalist and author of After School, will share her experiences as a modern content creator and media executive, including why superformats are shaping the future of the landscape
  • Justin Breton of Walmart and Gianna Valintina of Spatial, on how the retailer is paving new ground in immersive commerce and adaptive retail 
  • Ben Dietz (Rangelife / [SIC] Weekly) on the future of publishing and how curation, community, and cultural construction will drive meaningful evolution 
  • Katherine Dee, author of egirl 001, on how our internet-based relationships shape our realities and our participation in Commerce
  • Luca Del Deo, who is a meditation educator and startup founder, will outline how tulpamancy and consciousness can serve as creative forces
  • An inside look into what’s next for Future Commerce

Seats are going fast. Secure your ticket today and join some of the most dynamic voices in art, philosophy, science, marketing, and brand.

Join Us in NYC →

Event Details:  

VISIONS Summit: NYC 2025 

Date: June 10, 2025  

Time: 1 PM to 5:30 PM ET

Location: Roy and Niuta Titus Theater, Museum of Modern Art, NYC

With so many inputs and points of view, what does it mean to build a relevant and resonant brand? 

Brands are not static entities that are merely a snapshot of a specific point in time. Rather, they are evolving terrains that evolve through friction, flux, and feedback. They are ecologies of meaning. That means our job is to track, understand, and communicate that meaning inward to our teams and outward to the world. 

During the upcoming VISIONS Summit in New York City, executives from U.N.N.A.M.E.D. will share why branding is more like mapmaking; not as an act of representation but of constant generation and evolution. 

Where Strategy and Design Converge

Strategy Director Nikita Walia and Creative Director Elliot Vredenburg argue that, to be successful, strategy and design should work together to not define a world, but render it navigable. 

With their session, Nikita and Elliot will draw from systems thinking, semiotics, and design practices to provide not a blueprint, but a compass that will help executives navigate, even shape, the commercial and cultural landscapes we inhabit over time. 

We are the Builders of Worlds 

VISIONS Summit has become a must-attend event for retail executives, brand strategists, tech leaders, and more to be inspired by new sources and forces shaping the future. 

With this year’s theme, “We are the builders of worlds,” the program will explore how philosophy, storytelling, spatial computing, meditation, and even architecture can help brands chart new territory for culture, connection, and commerce. 

In addition to Elliot and Nikita’s session, the half-day program will include:

  • Andrew Huang, musical polymath, bestselling author, and YouTube creator, will discuss virtual identity, misinformation, and the true drivers of creativity in a digital world through the lens of Spacetime, his groundbreaking work that shaped cultural discourse and paved the way for innovative storytelling online
  • Dami Lee, architect and YouTube creator, will explore how the stories behind our spaces shape the way we live, interact, and drive commerce
  • Casey Lewis, journalist and author of After School, will share her experiences as a modern content creator and media executive, including why superformats are shaping the future of the landscape
  • Justin Breton of Walmart and Gianna Valintina of Spatial, on how the retailer is paving new ground in immersive commerce and adaptive retail 
  • Ben Dietz (Rangelife / [SIC] Weekly) on the future of publishing and how curation, community, and cultural construction will drive meaningful evolution 
  • Katherine Dee, author of egirl 001, on how our internet-based relationships shape our realities and our participation in Commerce
  • Luca Del Deo, who is a meditation educator and startup founder, will outline how tulpamancy and consciousness can serve as creative forces
  • An inside look into what’s next for Future Commerce

Seats are going fast. Secure your ticket today and join some of the most dynamic voices in art, philosophy, science, marketing, and brand.

Join Us in NYC →

Event Details:  

VISIONS Summit: NYC 2025 

Date: June 10, 2025  

Time: 1 PM to 5:30 PM ET

Location: Roy and Niuta Titus Theater, Museum of Modern Art, NYC

With so many inputs and points of view, what does it mean to build a relevant and resonant brand? 

Brands are not static entities that are merely a snapshot of a specific point in time. Rather, they are evolving terrains that evolve through friction, flux, and feedback. They are ecologies of meaning. That means our job is to track, understand, and communicate that meaning inward to our teams and outward to the world. 

During the upcoming VISIONS Summit in New York City, executives from U.N.N.A.M.E.D. will share why branding is more like mapmaking; not as an act of representation but of constant generation and evolution. 

Where Strategy and Design Converge

Strategy Director Nikita Walia and Creative Director Elliot Vredenburg argue that, to be successful, strategy and design should work together to not define a world, but render it navigable. 

With their session, Nikita and Elliot will draw from systems thinking, semiotics, and design practices to provide not a blueprint, but a compass that will help executives navigate, even shape, the commercial and cultural landscapes we inhabit over time. 

We are the Builders of Worlds 

VISIONS Summit has become a must-attend event for retail executives, brand strategists, tech leaders, and more to be inspired by new sources and forces shaping the future. 

With this year’s theme, “We are the builders of worlds,” the program will explore how philosophy, storytelling, spatial computing, meditation, and even architecture can help brands chart new territory for culture, connection, and commerce. 

In addition to Elliot and Nikita’s session, the half-day program will include:

  • Andrew Huang, musical polymath, bestselling author, and YouTube creator, will discuss virtual identity, misinformation, and the true drivers of creativity in a digital world through the lens of Spacetime, his groundbreaking work that shaped cultural discourse and paved the way for innovative storytelling online
  • Dami Lee, architect and YouTube creator, will explore how the stories behind our spaces shape the way we live, interact, and drive commerce
  • Casey Lewis, journalist and author of After School, will share her experiences as a modern content creator and media executive, including why superformats are shaping the future of the landscape
  • Justin Breton of Walmart and Gianna Valintina of Spatial, on how the retailer is paving new ground in immersive commerce and adaptive retail 
  • Ben Dietz (Rangelife / [SIC] Weekly) on the future of publishing and how curation, community, and cultural construction will drive meaningful evolution 
  • Katherine Dee, author of egirl 001, on how our internet-based relationships shape our realities and our participation in Commerce
  • Luca Del Deo, who is a meditation educator and startup founder, will outline how tulpamancy and consciousness can serve as creative forces
  • An inside look into what’s next for Future Commerce

Seats are going fast. Secure your ticket today and join some of the most dynamic voices in art, philosophy, science, marketing, and brand.

Join Us in NYC →

Event Details:  

VISIONS Summit: NYC 2025 

Date: June 10, 2025  

Time: 1 PM to 5:30 PM ET

Location: Roy and Niuta Titus Theater, Museum of Modern Art, NYC

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