TBG Partners Unveils a New Era in Branded Environments
The Texas-based landscape architecture and planning firm, TBG Partners, recognizes its team and capabilities as a vital growth driver this year. Their focus is on crafting a cumulative story of place for clients, enhancing the human experience and identity of environments.
Strategic Expansion of Branded Environments Practice
In a promising development, TBG Partners has formally announced the strategic expansion of its Branded Environments practice. This move establishes a boutique service that the firm has been delivering for over two decades as an integral part of its design work.
Leadership and Vision
Leading this initiative is Managing Director Jeff Raudabaugh, along with team veteran and industrial designer Ryan Sanford. The Branded Environments team has traditionally played a supportive role in TBG's landscape architecture and urban planning projects by creating identity-driven spaces. With the establishment of this dedicated practice unit in 2026, the firm aims to provide focused creative leadership and stimulate further growth.
Commitment to Identity and Experience
Bill Odle, President of TBG Partners, expressed, "Branded Environments has long been a part of our work, but creating a dedicated studio helps us refine our focus on essential elements that make places resonate—identity, interaction, and authenticity. This change enables us to broaden our placemaking influence consistently across all projects while fostering new strategic partnerships.”
Building Momentum for the Future
With the launch of the new practice, TBG has welcomed Elena Cannaday as Senior Associate and Team Leader. Cannaday's rich background in interior architecture, graphic design, and visual merchandising for major retailers brings added strength to the team's capability to translate brand values into effective built environments that endure over time.
Creating Iconic Story-Driven Spaces
“We design and implement iconic, story-driven landmarks that not only strengthen identity but also foster community engagement,” Raudabaugh notes. “In the past, we might have been seen as a hidden gem, but now we are ready to highlight this expertise as a concentrated offering.”
Responding to Market Demands
The launch of the Branded Environments practice follows a similar strategic shift in 2024 when TBG established its Urban Design and Planning practice. This new department responds to the growing demand for comprehensive placemaking across all market sectors, including master-planned communities, mixed-use developments, and cultural districts.
Integrating Storytelling and Design
By intertwining branding with landscape architecture and urban design, TBG's team aims to infuse storytelling into the very fabric of a place. This approach transforms spaces into meaningful, immersive experiences that cultivate a sense of connection among users.
Highlighted Projects and Impact
Among the team's notable projects are the Texas State History Museum in Austin, the Dallas Design District, The Loop Plaza in Dallas, Willow Fork Trails in Katy, and the Austin-Bergstrom International Airport. Each project showcases how TBG effectively marries function with narrative, creating enriching experiences for both individuals and communities.
Embracing the Future of Design
Cannaday shares her excitement about joining this talented team, emphasizing a comprehensive approach to graphic design that extends beyond mere signage to include integrated elements that elevate daily experiences and contribute to the lasting narrative of each place.
Frequently Asked Questions
What is the purpose of TBG Partners' Branded Environments practice?
The purpose is to enhance the human experience by creating identity-driven spaces that foster engagement and resonate with users.
Who leads the Branded Environments team at TBG?
The team is led by Managing Director Jeff Raudabaugh, along with veteran industrial designer Ryan Sanford.
What significant projects has TBG completed?
Notable projects include the Texas State History Museum and Austin-Bergstrom International Airport, among others.
What innovation does the new practice bring to TBG?
The dedicated Branded Environments practice allows for focused creative leadership and strategic partnerships to enhance placemaking across various sectors.
How does TBG Partners approach storytelling in design?
By integrating branding with landscape architecture and urban planning, TBG embeds storytelling into the spaces they design, making them more immersive and meaningful.
