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What happens when a brand refresh becomes a catalyst for cultural alignment, recruiting strength, and leadership clarity?

In this episode of The Intangible Brand, hosts Jerry Gennaria and Carl Winstead speak with Lindsay Wilson, President and Interior Sector Leader at Corgan, and Elizabeth Pierce, Chief Marketing Officer at Corgan. Together, they share how one of the nation’s largest architecture and design firms transformed its brand from a visual update into a powerful tool for internal cohesion and market positioning.

You’ll hear how Corgan moved from an external brand refresh to a unified employer brand—one grounded in employee input and connected to recruiting, retention, and everyday decision-making. Lindsay and Elizabeth offer candid insights on balancing authenticity with aspiration, aligning leadership around shared goals, and turning brand language into a practical framework for both big initiatives and small operational wins.

In this Episode

• The tipping points that led to Corgan’s brand evolution (06:47)
• Why starting with the external brand smoothed the internal process (40:05)
• How to unify a global firm under one brand identity (09:49)
• Turning values into actionable, observable behaviors (23:15)
• Using employer brand as a recruiting and retention advantage (24:49)
• Patience, leadership buy-in, and authenticity in brand adoption (32:55)
• Applying internal brand principles to everyday challenges (29:19)

Guests

• Lindsay Wilson is President and Interior Sector Leader at Corgan, where she leads with a focus on people, brand, and strategic growth.
• Elizabeth Pierce is Chief Marketing Officer at Corgan, overseeing core marketing, brand and experience, and communications teams to align internal culture with external brand perception.

Resources

The Square Podcast by Corgan [podcast]

Unreasonable Hospitality [book]

Connect With Us

Follow the Hosts: Jerry Gennaria & Carl Winstead

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Get In Touch: [email protected]